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They have some history of selling out their users... by literally selling their history: https://blog.mozilla.org/press-uk/2017/10/06/testing-cliqz-in-firefox/

• dmos62 7y ago
  This was an experiment (2017), not sure what became of it. > Less than one percent of users in Germany installing Firefox from our main download page will receive a version of Firefox with Cliqz recommendations enabled out of the box. > This experiment also includes the data collection tool Cliqz uses to build its recommendation engine. Users who receive a version of Firefox with Cliqz will have their browsing activity sent to Cliqz servers, including the URLs of pages they visit. Cliqz uses several techniques to attempt to remove sensitive information from this browsing data before it is sent from Firefox. Cliqz does not build browsing profiles for individual users and discards the user’s IP address once the data is collected.