Mozilla's PPA was developed in collaboration with Facebook. While we don't usually think of that company as advertisement centric, they are, just moreso within their own walled garden of a social network.

parading around as pro-privacy frauds.

Here's a frighteningly accurate prediction from The Register, written back in January:

...Baker notes: "We need to be faster in prototyping, launching, learning, and iterating ... This requires rich data, and so we will be moving in that direction, but in a very Mozilla way."

Surely not slurping telemetry?

According to the report, the "Mozilla way" is all about privacy, encryption, and keeping customer data safe. Hopefully, it will also be about innovation rather than scattering AI fairy dust over its product line.