Frankly, looking at the shape of Firefox I don't think that Mozilla cares for it at all - they just hold the brand because it's really well-established.

What would be the best solution today is to convince all these Firefox spinoff projects into combining forces and fully forking Firefox away from Mozilla, and don't look back. But seeing what happens around, how various projects - even the smallest ones are being lead, the moods in communities, I highly doubt that's actually possible.