I went to their boot2geco meetup, and their goal is to make sure that apple, google and microsoft implements browser friendly apis like dialer, phonebook, etc. Nokia and Samsung already pushing webkit and MS to implement device apis based on Mozilla's implementation.

Mozilla is betting on Javascipt and open web. They think that is the future and I agree with them.

Google is already restricting how much manufacture can customize with latest android versions, and this opens a new door for them.

Mozilla is already working with manufacture to make sure they can build boot2geko devices on existing product line without adding additional cost.