When the internet was young, and people were just about to learn about the new World Wide Web, Microsoft was already on top.
With its Internet Explorer web browser, Microsoft engaged in the first-ever web browser war, and became the monopoly after bundling the web browser with its Microsoft Windows operating system.
The extent of its dominance was so great that Microsoft commanded 90% of the young internet market.
But later, as competitors like Google, Mozilla and many others started entering the market, Microsoft started to struggle.
Its Internet Explorer was such an obsolete product, and people started to dislike it. No matter how hard Microsoft tried to convince people to use Internet Explorer, people just don't care.
The more Microsoft tried, the more it loses Internet Explorer users.
Knowing that it couldn't fight Google Chrome with Internet Explorer, Microsoft started moving away from its browser engine to use the same engine as Chrome browser.
The resulting product is called the Edge browser.
Edge is a much more powerful browser than its predecessor. It's fast and very capable.
After all, it's Chromium-powered, and offers practically the same functionality and features like Chrome, the most popular browser in the world, plus some additions that make Edge unique.
With the many advantages Edge has, Microsoft is certain that people will use the browser.
The thing is, people on the web tend to stick to one product, as long as that product is not broken. Chrome is very capable, and people just love using the browser.
Because of that fact, Microsoft needs to convince the public that Edge is better in many ways
First, the company did a lot of malware-like push to promote its Edge browser. This angered people
And if that isn't enough, this time, Microsoft also has another trick.
"Microsoft Edge runs on the same technology as Chrome, with the added trust of Microsoft."
"That browser is so 2008! Do you know what's new? Microsoft Edge."
"'I hate saving money,' said no one ever. Microsoft Edge is the best browser for online shopping."
The final message may prove controversial, as Microsoft just started testing out buy now, pay later functionality in Edge.
These messages pop up whenever someone tries to download Chrome through Microsoft’s Edge browser.
The prompts are rendered natively in Edge, making them different from messages users would see when coming from other websites. And under the messages, there is only one button, and that is to accept Edge and ditch Chrome.
It's natural for Microsoft to promote its products, and believe that Edge is better than the competition. The thing is, Microsoft's behavior is hostile.
Microsoft is in an awkward position with Windows and Edge. And its many sneaky ways to force users to use Edge, is showing how eager it is to regain its throne, especially since Windows 11 is already out.