> they probably want to cater to the average person, and not just security conscious tech savvy people

Why? The average person is well served by large existing players, whereas security conscious tech people are extremely underserved and often actually willing to pay.

Firefox tries to position itself as that secure and private alternative, but this is mostly marketing. For a long time, Chromium had better site isolation, and the default Firefox settings are permissive when it comes to fingerprinting. Out of the box, it seems that Brave wins here, but for now using Brave means accepting a lot of extra commercial stuff that should not be in a browser in the first place (and that increases the attack surface). I have been using the Arkenfox user.js for Firefox, but it's unclear how much good it does or if it isn't counterproductive (by making the the user stand out).