Then it would be not just great PR for their "highly-optimized no legacy cruft 64-bit browser", but would also give people a reason to switch from Firefox to it. It would also give Mozilla an excuse to not make a 64-bit Firefox anymore.
I assume it's going to take them at least 2-3 years to do it (if they ever plan to release it), and by then Microsoft will probably release a 64-bit only Windows 9, iOS will be 64-only, too (probably not relevant to Mozilla, but could be in the future), and at least half of all Android smartphone users will have ARMv8-based devices.
Mozilla should take full advantage of this, and really push for performance (and security), and they should only make it available from Android 5.0 (probably the first 64-bit Android version) and Windows 7 x64. Support for Linux kernel should probably start with no lower than 3.10 LTS (contains all the ARMv8 support).