Firefox has been great, and the idea of a phone OS built by a non-profit whose only agenda revolves around standards, privacy, user control, openness and general sanity will be a refreshing change from the likes of Apple, Google, and Microsoft.
Since when Mozilla has been non-profit? They are fully for-profit company. Just because they open source their products and generate revenue via Google instead doesn't make them non-profit.
You are the literally the product they're selling to Google and other search engines.
Programmers do it bit by bit.