Given Mozilla is well into metrics - It's very possible that they've A/B tested various landing pages, and found that the persona stuff has been generating an

Given Mozilla is well into metrics - It's very possible that they've A/B tested various landing pages, and found that the persona stuff has been generating an uplift in conversions (downloads / installations / etc), which could be why it's gaining prominence. They also track usage of and satisfaction of features in-app via projects like 'Test Pilot'. So, they might be seeing a nice adoption curve. A lot of assumptions there, but really it might boil down to how different most web users are in comparison to hacker news readers.