Wonder if Adblock Plus will work on those, but notice that the article refers to first time users whom no doubt when they get sick of them, will probably go somewhere else if they aren't aware of ad blocking apps.
Just like Public TV doesn't call its ads "ads", but rather "sponsorships", I guess it would be correct if Mozilla doesn't call these ads "ads".
As I read the article it seems like they will disappear once the user builds up a browser history. HTH :cheers:
There will probably be an entry in 'about:config' that could be changed.