Well, maybe if Mozilla hadn't alienated their early Freedom/Open web oriented users with their web hostile actions (or inaction). You know, the kind of users that would stick with "inferior" software because of values. That mountain ahead, Mozilla, is the accumulation of all the "hills not to die on". You got the clout you wanted by selling out, but now those users are flocking to technically better solutions as you'…
Okay. So they sold out and the alternative is a browser from an advert company. How do you think Mozilla should fund the development of Firefox?
As much as I dislike that, from the advert company I know they're on the side of the advertisers. They're not presenting a "we're on the side of you, the users" face, whilst behaving more or less the same.
A better alternative would be a fork of Firefox, kept up to date by a handful of overworked but dedicated-to-their-users volunteers. These exist, and maybe they would get some more recognition and funding if Mozilla were to cease to exist.
I don't think Mozilla can change. They're too comfortably corporate. Having lost sight of their mission, I think it would be better if it disappeared and was replaced by something else.