these people (which are also the majority of posters in this thread) are a vanishingly thin slice of the cake. They're trying to corner a totally different market by using that kind of language and design, if that annoys the HN crowd, so be it; they're not the target for this kind of copy.
Mozilla seems to use a different strategy that is even worse.
Among nerds with privacy concerns you can at least plausibly get money/code contributions with significant worth.
True, but "cornering the market" is such an outlandish goal at this point, they shouldn't be holding themselves to that standard. It's enough to capture a respectable 3rd place, rather than the sub-3% afterthought they are now.
And they originally got the respectable showing in the early days by being the "one your geek friend recommends", not by pretending they can out-market the big players with unlimited budgets.