I can't say much about recent years, given how I've left quite a while ago. But I do want to point out that ABP was always surprisingly upfront about Acceptable Ads (only users who cannot read could possibly miss it, it's prominent on every step of the funnel). And even though that may be hard to believe, they do take the criteria very seriously last time I checked, even doing a ton of user research, which surprisingly (to me) yielded back then that a lot of users feel bad about blocking all ads unconditionally and mostly care about not having stuff jump at them.

The only possibly shady thing you point out is that it's opt out, I get that. Especially people who want to block everything unconditionally might feel cheated because it's not called Adblock Minus.

What Mozilla did here, OTOH, I find shady because they're pretending to run an impartial addon store, when in practice some guy who wants to promote a specific extension (maybe that person feels like you, maybe he's a friend of gorhill - I have no way of knowing) can pull these kind of tricks.

But I suppose it's a case for Hanlon's Razor: They probably just don't have their stuff together about running any type of store the way the big guys do.

I'm still a proud Mozillian, I can find one thing they do shady without finding all of Mozilla shady, I realise it didn't sound like that above.