I disagree with the article. When Firefox first got popular the default was internet explorer which was already installed on your computer. However because Firefox was so far ahead word spread and people took the time to install it.

These however there is no really big advantage to using Firefox over chrome, and when the difference is that close marketing and convenience will win. In other words if Firefox would've been on or with internet explorer years ago it would never have gained the market share it did in the first place.

It's not just a marketing issue but a combination of a marketing and engineering issue.