Raising awareness about security and privacy relevant issues from a TV show seems to me like it (indirectly) makes Firefox a better browser. An AR game does nothing to improve the browser by itself, but think of the big picture. Cultural awareness is a big part of it.
If you want to take an ideological perspective, the big picture of this is that the browser maker is willing to push advertising software to people who didn't ask for it, over a channel that wasn't built for it, to further a political agenda.
Even if it's ostensibly about ideals I might agree with, this was a very poor decision and a breach of trust.
