While I don't like the branding move at all, I think the concern that people will start calling them moz-colon-forward-slash-forwadslash-a is a little ridiculous. Is Sony's line of laptops Analog Wave One Zero? Is Verizon Verizoncheckmark? Is Johnson & Johnson Johnson ampersand Johnson? Is Comcast CComcast? No, because people aren't complete idiots. Those that are going to know/care about Mozilla will be able to tell…
Maybe less technical people who aren't used to seeing full urls won't have the same reaction, but in that case you've still got a problem because they probably won't already know who Mozilla is and it's kind of a leap to go from Moz://a to Mozilla without already knowing the name.