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Chrome won by being unethical (and continuing to do so), for a while every time you visited some Google site you were bombarded with "switch to Chrome" banners.

At the same time they often artificially slow down Firefox on Google sites (see e.g. the recent news about some code on YouTube)

I'd argue that it "won" (read: achieved the majority of market share) because it was relentlessly pushed by Google, the search engine with the majority of market share.

What if the ethics come at a performance cost? Then you have to lead with what you value (and hope the market agrees)