What the words mean is that you can feel good about yourself and believe that you are "standing with" the oppressed flavor of the month, "resisting" whatever is to be resisted today, and generally be an "ally" by using the products and services of corporations that say these words.
It's like landing at Normandy, but from the comfort of your living room.
So they're conducting psy-ops on their users to manipulate them into behaving in a way that Mozilla decided is best? I'm a fan of Firefox, but that's bizarre.