This looks like "let's give litte Perry and these marketing departments something to play, whatever, it's just an extension, who cares." So little Perry writes a description of the extension "MY REALITY IS JUST DIFFERENT FROM YOURS", the extension gets silently pushed to all the US users(!) (Firefox has support for that) who freak out, and the first response from somebody involved with that was "it was not supposed to be seen." You see, it was planned to keep the extension also "invisible" to the users -- Firefox has support that too! The extension was obviously not formally reviewed or formally tested, if the "invisibility" was the goal. Of course, it being "invisible" wouldn't be better. It's a misuse of the whole mechanism, compared to what Mozilla explained to the users. The mechanism was supposed to allow making "studies" from the behavior of the users who agree to take part in them. Instead, it was an attempt to a "viral ad" that was delivered to the whole Firefox using US population. There are multiple wrong decisions in this story.
Now I hope Mozilla does get the idea that the users do care.