time to use "ice cat". Mozilla says the new Firefox ad initiative takes a kinder, gentler approach to pitching you products. http://www.cnet.com/news/mozilla-officially-kicks-off-ads-in-firefox/ Mozilla, the nonprofit group that develops and updates the popular Internet browser, said Thursday that it will begin placing ads where thumbnails of your frequently visited websites would normally be found when you open a new tab. While many of those thumbnails, which Firefox calls "Enhanced Tiles," will remain as quick links to your favorite sites, some will feature sponsored logos or other promoted images. The initiative comes as Firefox continues to lose ground to its rivals. According to Net Applications, which measures individual users' daily Internet activity, IE is the top PC browser, with a 58 percent share, followed by Chrome at 21 percent and Firefox at 14 percent.