The pop-up reads, "Microsoft Edge is the faster, safer browser designed for Windows" and offers two options, namely, Open Microsoft Edge and Install Anyway. According to various users on Fast Ring, Microsoft is now prompting users to try Microsoft Edge when they try to run third-party installers.
Unfortunately these new pop-ups are part of the drawbacks of having Windows 10 as a service.
For years now, Microsoft has been fighting what really feels like a losing battle against Google and Mozilla, two big players in the internet browser space.
It seems likely that such a prompt would result in higher than usual exits from installation if the intercepting prompt lands in stable versions of Windows.
Imagine a constant storm of warnings telling you not to install the software you want or need.
It then steps up the pressure, providing no less than four boxes demonstrating how Edge helps you browse the internet for longer, faster and with built-in protection. This was also confirmed by a Microsoft spokesperson to ZDNet.More news: Here's what the DC region can expect from Hurricane Florence
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But the claims made in Microsoft's attempts to dissuade users from installing Chrome and Firefox are harder to justify. Now Microsoft is about to get even more invasive, by showing a full alert message whenever you try to change the default browser.
While not as in your face as this new Edge test, Google has been known to promote Chrome when you visit their sites using a competing browser.
Companies like Google or Microsoft have used their market position in the past to push their own products.
To be fair, this isn't the first time Microsoft has pulled these sort of unsolicited prompts in Windows 10. It shows a smiling person standing in front of the Edge logo, leading what is presumably their best life now that they've broken free of Chrome and Firefox.
Open Edge and use Bing to search for "Chrome" or "Firefox" and a massive banner appears with all the subtlety of HAL 9000 trying to prevent David Bowman opening the airlock in 2001: A Space Odyssey.
Microsoft sells an operating system we all pay for, even if it's built into the cost of the PCs we buy.