Aside from Firefox itself all the things you mentioned got either canned or significantly downsized. Note that Firefox is "owned" by the non-profit Mozilla Fou

Aside from Firefox itself all the things you mentioned got either canned or significantly downsized. Note that Firefox is "owned" by the non-profit Mozilla Foundation which is using it to generate funding for the things it considers important. Given that many of those involve activism, improving branding or messaging seems like a natural investment. It's like whining that Samsung was spending money on their (then-irrelevant) SSD division at a time when their hard drives were starting to get pressured in the market.