Really? Maybe that's just my perception, but I'd say their homepage is almost all about their mission and principles (and then about their products that are said to be driven by those). And their "about" page is the same. If that's not bragging - I'm not sure what bragging really is.
Then, their manifesto is very anti-DRM by nature, all promoting openness and end-user accessibility and control. So, it seems that they had already chosen their position and part of it was to abstain from the consumer restrictions.
Now, when their targets (bringing their products to everyone and promoting openness) started to seriously conflict with each other, it was clearly shown that the dark side is more seductive.
Mozilla have added an attack vector on users. They fought for the right to be the people adding the poison. That's not noble or unfortunate.
It means that there is no difference between Mozilla and the other "players in the market". Except that Mozilla are lying to themselves about it.
However, at least with Mozilla you get the benefit that the DRM piece is as contained as possible and you are not leaking information to the content providers. Something Mozilla fought for that neither Google nor Microsoft gave anything about.
Also, Mozilla doesn't brag about its mission. What does that even mean? That Mozilla is pointing out the difference between itself and the other players in the market? It's vital that people are aware of the fact that Mozilla is a mission driven organization. That is the reason d'etre of Firefox.