So… what's changing? Profiles have been there for decade(s), is it just an alternative UI for folks who were unable to run firefox -p, or is there anything more substantial?

Seems that there's no news. But it's great opportunity for profile users to exchange tips and gripe about missing features.

What a shocker right? I guess everyday normal people do dot use a command prompt much less open a terminal to open a browser profile.

They like to click and icon and create/switch profile. Chrome, edge and many other browsers had this feature for ever. Not having ability to easily switch profiles is only reason I did not switch to Firefox full time even though I quite like the multi containers extension in Firefox for managing bazillion AWS accounts.

Came here to ask the same question. Maybe the news is there's now an easy way to theme them?