I think some people must be young and have not witnessed the late 90s, early 00s, before Firefox.

You had way more new users whose only notion of the internet was the blue e icon. Macs were less popular and of course there were no smartphones.

Microsoft pulled all the bullshit. "Extending" the standards so standards compliant browsers would not work, serving broken pages on non IE browsers and convincing an enormous amount of moron webmasters to tell you to go "upgrade" to IE while your browser could perfectly render their site.

Yet Firefox did break that stranglehold.

But you need to connect with people. Don't try to do it via relatively abstract concepts such as privacy or freedom. Tell them that they won't be able to block any ads in a year or so if they keep using Chrome. That they won't be able to download whatever they want.. etc etc.