What happend is that web design got more professional compared to times when FF started out as a brand, and they want to appeal to web designers (and graphic de

What happend is that web design got more professional compared to times when FF started out as a brand, and they want to appeal to web designers (and graphic designers entering the field) and the overall design community, which has a bias towards modern minimal designs, where Firefox doesn't really fit in. Their Mozilla rebrand was fresh. It could be a good idea to start a new brand, and develop the name and shapes together, without the limitations of the existing Firefox brand. With all the design talent surrounding them, they could come up with something stunning.