"Today marks an important milestone in the history of Firefox and the web. As of today, for NEW USERS who download and install Firefox for the FIRST TIME, Enhanced Tracking Protection will automatically be set on by default, protecting our users from the pervasive tracking and collection of personal data by ad networks and tech companies."

this gives me the impression that Mozilla is trying to pull in a bunch of new recruits, also does this mean upgrades or repetitive DLs will not have this ~privacy by default?