It would seem not many people inside the USA care about it either given their market share...

The evangelism was about web standards, web privacy, and user control. They deferred on standards to Google, and became positively hostile to the latter two subjects.

I neither care about woke messaging, nor notice them doing very much of it because I'm not the kind of guy who thinks an interracial couple in a tv commercial is commie globalist mind control. My problem is that:

1) their messages on standards are incoherent and not backed by taking firm stands. The only reason I'm confident that they won't break uBlock (i.e. will hold the line on a portion of manifest v3) any time soon is because they would drop from 4% market share to 0.5% market share in a month. This is not a good reason to be confident, because they lost a similar proportion of market share to get to where they're at now, and they didn't seem bothered.

2) Other than uBlock, they've taken away or left to languish things like javascript enable/disable whitelist/blacklists etc. and fine cookie control, and murdered their extension ecosystem that was filled with privacy protecting extensions, and 4/5ths of the ones that are there now look scary and I wouldn't install them. Too bad they lost the community that would have vetted those extensions in moments in favor of the technical solutions of nerfed webextension APIs formulated by a company whose entire business model is exfiltrating data from unsuspecting users. So much for user privacy.

3) Firefox started putting things into the browser that couldn't be turned off, removing configuration options, and pushing a "wrecker" or "overly-vocal minority" narrative at their users who objected to that. So much for user control.

Also, and I have no inside knowledge, it always seems like the people that write the website copy for whatever their latest PR effort is weren't even at the company for their last PR effort, and don't know anyone who was. I'm getting the impression that firefox is a place you go to burnish your resume/portfolio before getting a real job, which is the reason for the constant stupid tiny UI changes. Do people stay there for more than a year or two?