Most importantly, they did so as a plain update to the existing app sku rather than as a new app (despite it being trialed as a new sky).
Thus if you had auto updates, which developers and security folks were so keen on recommending, you suddenly lost a massive amount of functionality and possibly could not do many of the things you need to do on your phone.
With no recommended way back. Oh, and many users lost their history, passwords and bookmarks with that as well. It's hard for users to see that approach from a software company as anything other than a statement of "We're smarter than you, we know better than you, get f**ed"; a big thumb in the eye from some product manager somewhere.
Get that experience enough times with Mozilla updates and you start to view all of their design decisions through that lens.