I agree that they're probably screwed, but disagree that it's not an engineering problem. Way I see it, their only somewhat-realistic hope is to approach it as

I agree that they're probably screwed, but disagree that it's not an engineering problem. Way I see it, their only somewhat-realistic hope is to approach it as one. They certainly aren't going to advertise or "message" their way out of this, and their leverage is basically nil. Innovation is their only (admittedly remote) hope. Make native HTML UI elements much better, and add behavior and new tags that should have been added to the spec 10-15 years ago. Bake ad-blocking in (though Brave stole their thunder for that, a bit). Build in federated social networking to the browser itself, to give people a reason to install FF (would it work? I don't know—but it might). Do something more than "we pointlessly redesigned the UI again, and we've almost caught up to 2nd-best on battery life and performance!" each release. They may as well give up, if that's all they're going to do.