I wouldn’t call it lying. According to the Verge:

Mozilla Monitor product manager Tony Cinotto told The Verge in an email that Mozilla partners with a company called Onerep to perform these scans and subsequent takedown requests.

They aren’t shy about saying what it really is.

And reselling is nothing new. iCloud is just Google Drive with an Apple skin. And I wouldn’t say it’s bad either if folks learn about Mozilla products, especially Firefox, in this way.