The firefly comparison comes from Dobrucki, and it reaches further than it first seems. A firefly flickers (photon emission is random), slowly dims (photobleaching), and in a crowded field its light merges with its neighbors' until they can't be told apart (the diffraction limit). Every limitation of fluorescence microscopy has its firefly analog.
Every fluorescence image is built from individual photons. Detect n photons at a pixel and the measurement uncertainty is √n, from Poisson statistics: 100 photons give 10% uncertainty, and 10,000 give 1%. No image processing can create information the photons don't carry, so every photon lost in the optical path, to filter absorption, dichroic reflection or detector inefficiency, degrades the final measurement.
Dobrucki puts the quantitative problem plainly: "In all honesty, one has to admit that a standard widefield fluorescence microscope is not made to be an analytical device capable of straightforward measurements of the quantities of fluorescently labeled molecules." The confounding factors include non-uniform illumination (vignetting), focal plane effects, photobleaching, quenching, autofluorescence, spectral overlap and detector nonlinearity. Intensity is related to concentration, but far from simply, so quantitative fluorescence requires calibration and correction.
Every fluorescence technique balances four competing variables, resolution, speed, signal and phototoxicity, and none can optimize all four at once. Widefield is the fastest and gentlest but lacks optical sectioning. Confocal adds sectioning but is slower and more phototoxic, while light sheet illuminates only the imaged plane, keeping toxicity minimal, but needs special sample preparation. Matching the technique to the biological question deserves as much thought as choosing the fluorophores.
The firefly picture carries the limitations too. Each molecule emits photons at random, which creates noise; it gradually dims, which is photobleaching; and small objects look bigger than they are, because of diffraction. The more photons you collect, the more precise the measurement. Many factors besides the true amount of biomarker change the measured intensity, so quantitative analysis needs correction.