Given that a huge number of Chrome users probably come from societies that actively despise this kind of stuff, it might actually backfire.
Lucky for them I guess most people outside of HN probably never even read that marketing material, so I think it's more of a circle jerk for the marketing dpt.
I'm pretty sure Chrome is the most common browser on the planet because Google abused its market position in search and mobile (Android) to shove it down people's throats, helped along by bundling it with other installers. Everything else was secondary.
Mozilla has hundreds of millions of dollars at minimum, very likely billions. It's absurd that they're failing so miserably, and it's obscene that their CEO has taken increasingly large 8 figure bonuses while the company has floundered under her leadership.
Self respect?
That may have helped but chrome really was a great browser.
I don't use chrome and haven't done so outside of work for over a decade.
And Firefox has always had themes. Real themes. Colorways is just some coloring and it's not even staying around for these supposed mainstream users to enjoy