Seems like they're missing the forest for the trees. The Firefox logo could use a re-branding to be more recognizable, not have an animal showing you its back, and also to overcome negative bias in Asia (Foxes are considered Tricky - not clever).
Every single symbol will have a negative bias for someone... but I doubt some person would skip firefox just because of the icon :/
Compare that to Internet Explorer or Opera, who at least provide a memorable initial. Or Safari, whose symbol of a compass indicates travel in a more direct manner than Firefox's logo. (Chrome's logo is similarly strange - comes across as a Pokeball to me.)