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The best thing about Firefox is that the browser is separate from your Google account so you don't have to worry about your bookmarks/extensions getting synced behind your back by Google and messing everything up. Google requiring browser/Google account to be the same is a nuisance that you don't have to worry about with Firefox.

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What's also amazing, is that if you sign up for a Firefox Account you get privacy preserving sync: The data is encrypted & decrypted on your devices. Mozilla doesn't get to see your data.

This.

I get the whole "You are the product" thing when using Google services for free, but it still bugs me that anything I bookmark might/will end up in a profile somewhere.

It's only fair to say that Chrome also offers this feature. You can set optional (mandatory for passwords) sync passphrase so your sync data is encrypted.

In fact I liked way Firefox Sync did this same way (when it was called Weave) -- actually allowing to use a passphrase. They got rid of passphrase and they are now using username/password pair to handle encryption.

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