Well this is a tremendous step in the wrong direction. The economic problem is the ad supported model in the first place, no matter how it’s run. This is the same thing Google does, they keep user data to themselves and sell the ad placement. So now Mozilla has the same economic incentives as Google. Unfathomably bad move.
For people lacking context, Boeing split off and sold their division that became Spriti Aerosystems. The theory at the time was that Boeing’s core competency wasn’t building airplanes, it was managing relationships with other vendors. In particular, the actual plane manufacturing part of the company was undesirable due to perceived poor “Return on Net Assets.” The theory they pitched to shareholders was they should sell off non obviously profitable divisions so they reduced asset liability while keeping the same or better profits.
That was their explanation, of course it was a terrible idea.