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At the end of April, Mozilla made the most current stable version of Firefox 3.0.x available alongside the latest beta of it successor, Firefox 3.5. We can always expect a software company to play up the advantages of newer code over older code, but Mozilla is putting a lot of weight into the development of its next version of Firefox.
According to their blog, the upcoming 3.5 branch will supposedly be ten times faster than Firefox 2 and twice as fast as Firefox 3.0. They are so excited about these prospects that they've started a new viral marketing campaign inviting Firefox fans to upload videos in which they are doing something “very fast.” It's an increasingly common approach to marketing, though still a novel one.