He wrote that he dislikes the language – and so do I.

I feel like this kind of marketing language is only there to obfuscate the real reason why things are done. They want to include ads to help finance Mozilla – the main goal isn't "to enhance and speed up your searching experience". Calling the introduction of ads an enhancement for the user is just dishonest.

If the context algorithm is good enough for a user, it could be seen an enhancement + providing funding.

It's an unambiguous signal that Mozilla is no longer making software to benefit the user but rather to benefit "trusted partners". That's what's to dislike.

An American friend checked his browser and it was on without any notification or user interaction.