I was watching CTV (it's canadian, so you might not know it) and there was a commerical for http://ctv.ca and they were showing screenshots of they're website, with the web browser. I recognized the buttons at the top, they were using firefox :)
And I was watching Much Music (again, Canadian, you might not know of it.), a music channel, better than MTV. They were looking at blogs posting about celebrity gossip, and then discussing it. They were using firefox to view the blogs :)
Firefox is really doing awesome. It's also not the performance that makes it so awesome, I think it's the name, logo & style. It's so smooth, cool, and professional at the same time. It's short and easy to remember too.
Soon, firefox is probobly actually gonna have more users than IE, and have CD rom versions of it at popular retailers :)