Good marketing means achieving an arbitrary limit of what you consider "good" marketing. So it depends on where you set the bar.
The best marketing necessarily requires some level of unethical behavior, because being honest and saying the whole truth doesn't sell. Everything has drawbacks and benefits.. the better marketing minimizes (or even hides / fails to mention) the drawbacks and emphasizes the benefits, which is a form of deception.
I wonder if resurrecting Firefox OS might still be an option. It was such an interesting idea having the webapps be first citizens.
There's the KaiOS fork, but the direction is not really the same since it's more targeted to low power keypad-based phones... and I believe they replaced much of the Gonk layer with a very stripped down low level Android base which isnt fully open source... maybe if they coordinated with the LibrePhone project and some hw manufacturers (like EU-based Nokia) we'd get a fully free stack.