This was one of many possible moments. How well did it work when they didn't support H.264? They're picking their battles.
That's correct -- you can implement it. But you have to pay for its usage. See http://www.mpegla.com/main/programs/avc/Documents/AVC_TermsS...
EDIT: guess who is paying for this?
The most annoying part of this is that Abobe is providing the plugin. Much rather Mozilla do their own thing.
Blocking third-party cookies by default on the other hand is a good start.
It's all possible, but it'd be a pretty big difference from what Mozilla does normally and I'm not sure they'd be very good at it. So outsourcing that stuff makes a good bit of sense.