The core of the problem is really in this very paragraph:
> Right now, the tradeoffs people are asked to make online are too significant. Yes, advertising enables free access to most of what the internet provides, but the lack of practical control we all have over how our data is collected and shared is unacceptable. And solutions to this problem that simply rely on handing more of our data to a few gigantic private companies are not really solutions that help the people who use the internet, at all.
There is no solution to this. You can't advertise effectively and profitably without personal information. No matter how much you try to chop up and anonymize data, it's still personal and even in the absence of information you can wind up collecting a lot of data about someone (as browser fingerprinting does often times). The more information you have, the more is paid. Not even Apple avoids this, despite their privacy claims, and they too see there's far more money to be made as an ad network than letting Google gobble up the space.
But as much as I personally dislike this, my guess will be that this is the most successful (financially) change Mozilla enacts.