I kept seeing Firefox making requests to superfish site ... which I haven't opted in ... Initially, I thought that it was a deal that Firefox made to support itself.

It turns out that this was caused by a Firefox extension called: Awesome Screenshot Plus - Capture, Annotate & More

https://addons.mozilla.org/en-US/firefox/addon/awesome-screenshot-capture-/

 

Credit: Mike Dennison found [ https://support.mozilla.org/en-US/questions/878411 ] for finding the culprit.

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