the chrome adoption scheme is pretty straight forward. Chrome is advertised based on very user-noticable features, primarily speed.
imo, firefox adoption (pre-chrome) was a little...odd. FF simply wasn't advertised. the tech support route definitely makes sense though (especially since I've done it...)
EDIT:
i dunno, i find adobe reader x to be pretty pleasant to use. older versions were WAYYYY too slow; the difference between legacy AR and ARX is greater than the difference betwwen 3.6 FF and modern FF.
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