That's the headline for a story published by Reuters. It is very straightforward.
This is how Mozilla exec Darren Herman put it, in an official blog post explaining the move: Publisher Transformation with Users at the Center.
Here are some of his greatest hits from that post, by which I mean the most egregious offences against Mozilla's fans and the English language:
We believe that if you put the user front and center, you can make every experience for them richer and more meaningful.
Translation: "Seeing paid ads will give your life meaning."
Digital has already disrupted all kinds of industries, thanks in large part to its ability to deliver more choice and personalization for users.
Translation: "We know exactly what ads to show you, because we know what porn site you went to last night."
The challenge for digital media is that it is a rapidly-changing environment, and what worked yesterday might not work tomorrow.
Translation: "Remember when we were the good guys?"
We are excited about Directory Tiles because it has inherent value to our users, it aligns with our vision of a better Internet through trust and transparency, and it helps Mozilla become more diversified and sustainable as a project.
That word, "sustainable," means that everything that they once stood for is nothing to them anymore. Mozilla's mission has become Mozilla itself, which is not surprising since that is the nature of a for-profit corporation. Anything and everything can be excused, so long as it keeps paying the salary of, and I quote, the man "responsible for diversifying revenue and sustaining Mozilla’s mission through innovation in content and personalization products and services."
I think it's possible to hold corporations accountable, whether through Microsoft-style antitrust litigation or public watchdog agencies and nonprofits helping make Apple champion environmental and social responsibility. But in Mozilla's case, I feel like their status as part of the Open Source tribe is so assured that they can abuse people however they want and not get called out on it. At least, not enough that it stopped them from doing this.
This is Mozilla's City Creek Center moment. It's a sign of how little they truly care; for the web, for their volunteers, and for their fans.
So, has anyone seen this video of Internet Explorer-Tan doing a magical girl transformation and fighting robots?
I am imagining that those kittybots are EVIL FOXES now.