Now, for whatever reason I have not seen any reference to this new feature (or annoyance as Mozilla makes it rather difficult to allow the download if you understand the risks) in the Firefox 32.x release notes. From the Mozilla Security Blog:

Until recently, we only had access to lists of reported malicious web sites, now the Safe Browsing service monitors malicious downloaded files too. The latest version of Firefox (as of July 22) will protect you from more malware by comparing files you download against these lists of malicious files, and blocking them from infecting your system.

The next version of Firefox (released in September) will prevent even more malicious downloads on Windows. When you download an application file, Firefox will verify the signature. If it is signed, Firefox then compares the signature with a list of known safe publishers. For files that are not identified by the lists as “safe” (allowed) or as “malware” (blocked), Firefox asks Google’s Safe Browsing service if the software is safe by sending it some of the download’s metadata. Note this online check will only be performed in Firefox on Windows for those downloaded files that don’t have a known good publisher. Most of the common and safe software for Windows is signed and so this final check won’t always need to happen.

Thanks to Claus (grand stream dreams) for bring this to my attention.