As a brand that has been user-spread from the get-go, it was a coherent and smart leap for Firefox to ask its user-fans to submit videos -- and they maintained their consistently user-focused feel in part by not translating the non-English videos, whereas if an agency had done this there would have been subtitles. See in particular the woman who records her video in American Sign Language rather than speaking. As a Firefox fan myself, I enjoyed seeing the videos. If I hadn't downloaded the browser, this might have made me give it a try.
-- Brad Berens, executive editor, iMedia Communications, Inc.