I wonder if firefox purposely chose to adopt a developer-first strategy with its mobile OS, similar to Stripe. I know that this strategy works, at least somewhat, on me, as I recently needed a payment processor for a hackathon and, knowing nothing about payment processors and after some quick googling for the most developer friendly payment API, I went with Stripe. Though, it's probably going to be a lot tougher for Mozilla to use this strategy effectively in such a consumer facing product, especially when the mobile OS market is already so saturated with mature ecosystems.
Mozilla isn't operating far outside the ecosystem though. By releasing an Android-based OS with programs that run on web standards, it's pretty easy to add compatibility for most popular things that people do on their phones.
