Microsoft really doesn't want Edge and Bing users to download Google's Chrome browser, and it's using aggressive messaging to try and stop them.
As Neowin reports, new messaging has started appearing for anyone either using Bing to search for Chrome, or using the Edge browser to download Chrome. In the case of Bing, performing a search for the terms "Chrome" or "Google Chrome" will display a Promoted by Microsoft message above the results. The message reads:
"There's no need to download a new web browser. Microsoft recommends using Microsoft Edge for a fast, secure, and modern web experience that can help save you time and money."
To the right of the search results is a further Microsoft Edge promotion, which claims "Edge is the best performing browser on Windows 10."
The messaging gets a little more intense if you attempt to download the Chrome browser using Edge. On detecting you're about to download Google's browser, Edge will display one of two pop-ups. The first points out that Edge runs on the same technology as Chrome, but "with the added trust of Microsoft," whatever that means. The second pop-up looks to be Microsoft attempting comedy as it states, "That browser is so 2008!, Do you know what's new? Microsoft Edge."
It's unlikely any of these messages will stop someone who's searched for Chrome and visited Google's Chrome website from downloading the rival browser. I'd also suggest some users may have ended up there because of Microsoft's recent behavior in attempting to force Windows users to use Edge and embedding a buy now, pay later feature in the browser.