What web technology does this use, specifically, that prevents firefox usage? Or is it just a chrome plugin they decided not to port?
Most likely web-based Earth was launching just too early to switch from NaCl to WASM, which just shipped, and they'll port to NaCl soon.
Edit: Paul Kinlan reports that Earth is using PNaCl (https://twitter.com/Paul_Kinlan/status/854351477506277378), which means it fundamentally can't run outside of Blink.
Reminds me of the good old days of ActiveX!
Incorrect, PNaCl runs on both ARM and Intel.
NaCl (without the P) had to be separately compiled for different platforms, PNaCl is portable.