> They need people to associate them with being the good stewards
nobody cares about good web stewardship.
Actual people care about performance, ease of use, integration, and capability. And chrome is already good enough now-a-days, which means it takes a huge improvement to firefox for people to switch (not to mention an advertising drive when those improvements come about).
There's a reason why Dvorak keyboard isn't more popular than qwerty, even tho Dvorak is slightly better.