Yes but Firefox is NOT in any position to do that. The only ones are Apple via iOS Google through Chrome, and the Government and none do these entities have any incentive to do so. As such this is the most plausible way forward.
I'm not certain if Apple and Google acting bilaterally could actually kill advertising dead - I think, even with the enormous power they have, that we'd still need the government to come in as a rule setter to accomplish it. I think there's too much money on the table for both parties to stay honest in the long run for purely altruistic reasons.
