Yeah - I don't see why people are so excited about this. To me, it looks like the Firefox OS will end up being a carriers' vector to try and assert more control over the phone ecosystem again. Without a big player like Apple, Google, or MS to enforce some ground rules, the carriers can just completely screw with any phone.
I think this will be a miserable experience for consumers - think about it - why else would carriers be so excited?
Hopefully Mozilla can assert some control over when a carrier/manufacturer is allowed to call something "Firefox OS" (like they do with Firefox itself) so that there is a core brand which is un-crapware-ified.
Except mozilla has no real experience in marketing.
So you are hoping they can build a brand big enough and powerful enough that carriers are willing to cast aside their main goal of differentiation from each other, just so they can call their phone a "firefox os" phone, instead of hiding what it runs and calling it whatever they want.
I think this will be a miserable experience for consumers - think about it - why else would carriers be so excited?