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What do you get when you search for ‘Firefox’ in a new Windows 10 installation?

A big fat ad for Microsoft Edge:

Firefox in Bing

This is a full-screen screenshot on a 1920×1080 screen (right-click and select ‘view image’ for the full size). Firefox is juts barely visible at the bottom.

It doesn’t end there, Microsoft also “helpfully” displays a warning that this file “could harm your computer”:

Downloading Firefox

According to Microsoft, “The SmartScreen Application Reputation service checks the reputation of a file”, and should display this only for files with no significant reputation. Somehow I find it hard to believe that the Firefox installer fits this bill…

Wait, there’s more! When changing the default browser from Edge to Firefox we get yet another ad, baked right in to the settings screen:

Changing default browser

Other people – who have used Windows 10 for more than the ten minutes I used it – have been treated to more anti-Firefox ads:

Chrome is draining your battery faster
Microsoft Edge is safer than Firefox

Oh, and Microsoft also banned browsers from its Windows Store.


It doesn’t end with Microsoft. For years Google displayed a Chrome advertisements on Google search (although it looks like they have stopped doing it now). And what about enabling the ‘Do Not Track’ header in Chrome?

Enabling Do Not Track

I’m sure that the fact that Google has a significant interest in tracking the hell out of everyone on the internet is purely coincidental, as is Google banning extensions that disrupt its business model.

Chrome’s new ad blocker (or ‘ad filter’ as they call it) is also rather suspect. We now have Google – whose primary revenue comes in through ads – determining what ads you get to see. How often do you think it will filter Google ads?


These concerns are hardly new; Microsoft bundling their Internet Explorer browser (as well as some other products, such as Media Player) with their Windows operating system was a subject of much complaining and litigation in the past, eventually leading to the (in)famous BrowserChoice.eu. Whether the BrowserChoice.eu screen was a good solution is up for grabs; many people found it annoying. But it seems to me that a single screen offering you a useful choice is a lot better than the several annoying fake warnings that Windows 10 shows.

I haven’t used Windows – or any Microsoft product – in years, but it looks like it’s still the same old crap. All of this makes paying the Microsoft tax on my ThinkPad even more sour :-(


One reason Microsoft can now get away with their Internet Explorer shenanigans is because a lot changed in the last ten years, and Microsoft is no longer as dominant as it once was: Internet Explorer market share is small, and macOS – and to a lesser extent Linux – offers competition to Windows.

For some reason people’s perception of Google seems more cavalier; part of the reason for that is because it doesn’t have the dominance Microsoft once had (Chrome ‘only’ has about 60% market share at the time of writing), but I suspect that another important reason is that you don’t directly pay for most Google products. Search, Gmail, Chrome: it’s all free of charge. Some of it (like Chromium and Android) is even (partly) Open Source (or ‘Free Software’, if you prefer). This is kind of neat, but seems to do little to protect most people’s actual freedoms, and in the end it’s important to remember that it’s not about the money you pay, but about your freedom.

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You can mail me at martin@arp242.net or create a GitHub issue for feedback, questions, etc.

Copyright © 2010–2018 Martin Tournoij <martin@arp242.net>
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