I don't watch mozilla closely other than I run firefox in a couple of places [including typing this message], and it does seem to me that they often promo existing features as "new" assuming that people are unfamiliar with them, which in fairness, a lot of people are probably unfamiliar..
For example when they recently updated their android app, it was phrased as "our new android app" with the possible implication that it was written from scratch more recently [I was already using it]. And probably to a lot of potential users, it might as well be new, because most people are not on it.
Seems a tad slimy/deceptive/over-hyping. But I understand that the public at large is unaware of the feature set and they wish to make a good impression.
