very few people like or use it -> browser loses market share
I very much doubt trying weird things meaningfully changed their market share (aside from UI redesigns)
I think it didn't help. Constantly adding or changing features makes it less consistent and predictable. For example several family members were confused by what is "pocket".
I very much think it did, because FF once was recommended by us nerds, we installed it for people and praised it. And that made an impact outside of our circles.
Now I still occasionaly install it along with ublock origin because there is no alternative, but I don't praise it anymore (or bother to install it for someone in the first place) - but rather bitch about how they also sneak in advertisement and spyware.