It's been going in a less friendly direction for a while. Embedding of mandatory useless extensions, aggressive advertising, deals to display more and more content to more users, disregard for user settings on multiple updates, opt-out telemetry, and now telling you that you're using it wrong.
Sure, you can navigate through various settings to disable most of these, and check back on updates for settings that toggles back, or are simply renamed and mysteriously got back to their default, intrusive value. But we should not have to do that.
And that's not even touching the issue with the Mozilla Corporation itself.
Firefox is the alternative browser, but it certainly isn't there to "have your back".