Netscape won the original Browser wars because it was better and faster and smarter. Over time it became slow and bloated as Netscape literally tried to bundle an OS into its browser.
The original IE was faster and smarter than Netscape Navigator, people literally made conspiracy theories about why it was faster.
Microsoft stopped developing IE effectively, then Open-Sourced Firefox came along to challenge, but it was inherited from the same Netscape codebase and made minimal market progress at the time.
Google suddenly came out with Chrome, it was faster, smarter, and cleaner than IE and others. And worked best with google.
Microsoft controlled the OS, but it did not control the web, and in various ways the web said use "Chrome" because Chrome was better.