* The foundation was bleeding money and had to limit it's focus
* The Matchstick on KickStarter made FireFox OS look like a non-viable product
* Not a lot of chimerical interest outside from outside the community
The firefox OS website tried to divide visitors into hardware vendors, consumers and app writers. Imagine the success of Linus's first announcement if he told people which lines they could stand in to appreciate Linux when he was done writing it..
Digging deeper than you appeared to be welcome would get you into setup tasks with AOSP.. There is no better way to lose help then to ask them to learn about a more complete competitor.