That might bring make me bring back part of my browsing to Firefox. The identities functionality was what made me use Chrome almost exclusively the last two years.
Switching between profiles in Chrome involves clicking on an easy to find button, and lets you easily run multiple profiles in parallel. No terminal involved, accessible to anyone.
To be fair, running multiple chrome profiles in parallel kills my (somewhat old) machine (mostly by virtue of having too many tabs in each profile), so Firefox does win there.