Using Firefox makes you the product, because Mozilla monetizes you with selling you to Google. That is not a browser that "puts you first" or promotes the "open culture of the internet".
Giving people the ability to chose whether they want to participate in the monetization makes Brave more of a browser that puts "you first".
Besides that, Mozilla is basically a company, and their non-profit organization is basically a fig leaf. Even if you don't agree with this assumption, the browser is as commercialiced as any other project, as proven by Pocket, Google search partnership and Amazon affiliate links.
The Brave browser also doesn't claim this is "what the internet is about". On the contrary, the default settings in Brave make the Web essentially non-commercial and ad-free.
Finally and philosophically, there is no collective "we" you talk about, only users who are free to chose from a variety of browsers and products.
Other than that, there is definitely some form of irony in the fact that the people on brave.com wear a cap with a corporate logo, but are implied as being free from corporate influence. The message would be more consistent if there were no logo on the cap, and one could argue this implies that Brave is at best a transition towards a better state.