> Which is the better rule, evaluating apps, or evaluating accounts

For now, evaluating apps.

... but only because gorhill decided not to go nuclear (and good on 'em for doing so). The unequal power dynamic you're painting of Amazon exists today, whether or not Amazon attempts to pressure Mozilla right now; they're at their discretion to decide that they'll only support a Firefox extension if Mozilla plays ball with a bunch of other crappy apps too (and then Mozilla can tell them to go pound sand, and then the users can't get to the Amazon app easily, and then someone writes a workaround... The human system is far, far squishier and more complicated than the technical system).

> But suppose you're making version 1, and you're keeping it simple.

Sadly, Mozilla does not have that luxury because they exist in an ecosystem of other corporations with web-store presences and it's incumbent upon them to be competitive if they want to survive in that configuration. If Google and Amazon can glad-hand high-value customers, Mozilla needs to learn how to do so also or risk those customers deciding the Mozilla ecosystem is more trouble than it's worth to participate in (because what do you get? 2% market share?).