Exactly, being morally superior gets you no where, and being morally inferior doesn't hurt you either. You said yourself that users only care about "how fast a tab loads." Well, if Google ships a browser that's terrible, people will switch to something else. That's why competition still exists! Firefox was in a position to dominate the desktop browser market, but then Chrome came alone and ate their lunch! There's nothing stopping Mozilla from regaining that market share, but they're going to have to ship a better browser!