This is interesting, especially for someone like me who uses Firefox 90% of the time. People won’t mind ads in Firefox if Mozilla is transparent about its implementation. Mozila needs to empower the user to turn these ads on/off. They need to explicitly disclose what data is being collected and shared with advertisers. You can read more about Mozilla’s thoughts on this here.
For now, it’s too early to conclude if they are becoming greedy. Lets wait and watch.