With Boot to Gecko, carriers would have an open operating system, based on an open browser and framework, with a truly open Marketplace. Carriers could create their own Open Web Marketplace and populate it with their own apps, and create their own rules. They could brand the OS and load it up with as much or as little bloatware as they like. With B2G, carriers would once again be in control.

Seeing how manufacturers and carriers went nuts with Android and symbian/ism before this, I can see them having a field day with B2G.