The biggest deal about FFOS so far is that I don't own a phone with this yet.
This propably doesn't matter for most end users, but I think the big delay between countries where it gets available is pretty bad in terms of marketing.
Think of FirefoxOS as a MVP - it created partnerships and an actual device, and proved there was a market in several countries underserved by current smartphones.
The article is about the very first iteration on top of this. I disagree that this is bad in terms of marketing - it would be the equivalent of trying to sell a MVP to a huge enterprise company before getting any users/traction/market validation - except in this case it'd be putting a phone in the hands of consumers who are used to more advanced features and a more mature ecosystem.
This propably doesn't matter for most end users, but I think the big delay between countries where it gets available is pretty bad in terms of marketing.