I don't know if it's just me, but nowadays, chrome just sucks so much firefox manages to be better. Chrome tab crashes occur more often than ever before and it uses a shitcrapton of memory. I remember the days where chrome was lean and small and fast. Those days are long gone.
I've been sailing firefox for a year now, and to my great surprise, it has gone from being an absolutely terrible memory hog and crash-o-meter to being fairly efficient and stable. Sure it is still a bit on the heavy side of memory, but in the meantime it doesn't lose my work every few days.
I believe that maybe Firefox has a card to play with decentralization. Think something like IPFS or MediaGoblin easy-to-use integration.
My vote is for speed. Then again, I use almost no non-core features of any browser.
I had a not-so-positive opinion of Google pretty early on, but it was mostly just a what-if. What if Google with its huge databases gets breached? What if they decide to just make a fortune by selling it all on the black market?
Then came along Snowden, NSA scandal, PATRIOT Act. That added onto this what-if: What if the NSA gets breached? What if some crazy dictator gets to power?
Well, and now we have Trump. A man who manages to seem all at the same time like such a crazy dictator, like a marionette and like an incompetent moron who constantly leaks classified information to the world.
I wouldn't be surprised at all, if in the next three months or so, he somehow managed to leak the NSA databases.
I'd like to see a project (even a productize variant of it) that'd make it easier to drop Google, Apple, Microsoft. Something like Lineage OS on the phone, Fedora or Endless on a NUC, and an IPv6 based VPN for the cloud connection between phone laptop and server - which just figures out how to make the proper connection in the background. A cluster option to either a local or remote server instance (2nd NUC, or a Pi, or AWS or other). All the software is out there to make this fairly well possible, it's just non-trivial to setup. I'm even willing for some services to be non-free, e.g. FastMail because email servers are a pain to maintain.
Why did I move from IE to Firefox? Speed.
Why did I move from Firefox to Chrome? Speed.
Why did I move from Chrome to Firefox? Negative feelings about Google.
So for myself the only things that work, hand on heart, are Speed or Repulsion. You can't really sell repulsion. Therefore, I think their only hope is Speed.
Admittedly I may be a crap example.