Tor-like schemes won't help you much as the tracking is done on the device.

Pretty much the old tobacco tactics.

Not good at all. I still trust Mozilla to a large degree but I definitely don't trust their partners. Mozilla needs money to operate, they need partners and they'll will have to give something to them in return for the money - that is all ok and just how things are. What is not ok is that associate so closely with shady operations like Cliqz for example.

I think there's a misunderstanding : the quote above does not come from Mozilla, but from one of the Digitrust people (Mitchell)

Here is the full quote :

“We know certain companies (Firefox) take the position that there is no sufficient consumer value to justify ‘tracking’ — anonymous audience recognition — of any kind, not even for use in communicating privacy choices,” Mitchell said. “They believe no third party can be trusted. We take a different position: that trust should be established directly between consumers and the brands, and publishers they trust, and with the third parties that those brands and publishers trust.”