How to fight #1 when you’re a distant #3. Don’t.

Trying to get people to stop “Googling” was akin to asking people to stop breathing. So, we didn’t ask. Instead, we suggested they make Firefox their second browser, “when it’s personal.” Why? Because unlike Google, Safari and Bing, Firefox doesn’t track, collect and sell user behavior to make a buck. Bet you didn’t know that? Well, we bet that most people didn’t either,

And we were right. 800,000 downloads later, Firefox created a new usage behavior.