Recently, I started engaging in a bit of Firefox promotion. Adam Kalsey rejected the same offer arguing that Firefox is not ready for casual users. Subsequent commentary suggests that casual users aren't really the target of the campaign.
Frankly, I can see both sides of the argument although I think it's a good idea that the Mozilla/Firefox folks start getting their advocacy act together. Microsoft may be closing the current window of opportunity on IE's dominance, but another one may arise soon. Luck is opportunity combined with preparation.