Currently you can't really compete with Google's/Alphabet's market and marketing power. If you get too close, product-wise, they can just throw more money at their own product in your field. It needs political market intervention to make a dent that would count enough for others even getting a theoretical chance of getting one step ahead again. While that might be true in little web standard pieces here and there for Firefox compared to Chrome (and it certainly is vice-versa), the much smaller teams will always play catch up.