Real people aren't moving to Firefox or Brave, they are moving (or have moved) to the Facebook mobile app. It has instant articles, (https://instantarticles.fb.com/) an amp-like lightweight way to load news stories, all hidden inside Facebook's system. Don't worry about searching for news, Facebook will just give you whatever it feels like.

Then there's Apples iOS only "News" app. Who knows how that works.

AMP is clearly a far more open competitor to the above. It is saving news publishers from themselves.

Where every "website" is an app in the Google App store. Google will serve ads automatically as freemium app (no code required - just agree) or be able to process subscription fees via Google pay and own the eco systems (Chrome, Android, Chromebook, Strada).