Firefox experiments with recommended content

With the latest Firefox experiment, Advance, you can explore more of the web efficiently, with real-time recommendations based on your current page and your most recent web history.With Advance we're taking you back to our Firefox roots and the experience that started everyone surfing the web. That time when the World Wide Web was uncharted territory and we could freely discover new topics and ideas online. The Internet was a different place.

I get what Mozilla is trying to do here, and they obviously have rightfully earned the trust of many over the years, but is this kind of functionality really something people who choose to use Firefox are looking for, or even tolerate? This seems like something that doesn't align with the average Firefox user at all.