But Firefox is an ad supported browser and has been for nearly 2 decades.
That they want to take ownership of the advertising is no surprise. Who knows when google will turn off the faucet.
But this is definitely not the right way
An apology needs three parts: admission that you did wrong, expressing regret for your wrongdoing, and a change in your behavior so that you don't do it again.
Mozilla's tendency to just do the first two and skip the third means that, in my view, those weren't real apologies.
Introduced by a bunch of gaslighting that it isn't actually happening or isn't anything different that what was always happened, then interleaved with accusations of bullying and entitlement directed at its userbase.