I think it's kind of funny that the Mozilla folks are having a hard time trying to fit the 10,000 names on the Firefox New York Times ad. It seems like the process for this ad should have gone something like this:

  1. Figure out how many names you can reasonably fit in the ad. Let's call this number n.
  2. Figure out how much a full-page ad in the New York times costs. Let's call this number c.
  3. Figure out the minimum donation needed to get your name in the ad by dividing c by n. Let's call this number d.
  4. Stop taking donations when you have c donations of at least d dollars. On the other hand, maybe they just didn't think they'd possibly get more donors than could easily fit in the ad.