It wasn't about keeping up. It was 100% about Google putting billions in advertising and abusing their dominance. Besides legit stuff like paying millions or more likely billions for billboards, spots in tv/radio/etc... there were monopoly "ads" on google.com, gmail,com, youtube.com homepages. And of course the classic of blocking features based on user agent alone, lying to people they need to use Chrome to access a product or a feature. They just needed to manipulate the masses and now almost everyone uses browser from an advertising company and they can keep pulling the rug.