I believe that people are far more invested in non-profits to which they donate money, as opposed to companies whose products they merely purchase. I do not find it at all surprising that a person who wrote a check to Mozilla (possibly one of a handful of donations to non-profits they made that year) would feel more invested in Mozilla's actions than, say, someone who eats a lot of Nabisco Graham Crackers. Even when the money spent on their consumption of graham crackers over the same year period may exceed the amount of the Mozilla donation.