On the verge of unreasonableness?
In the annals of brilliant sales techniques, Microsoft does not always get good reviews.
Even if it has a fine product to sell.
Over the last few weeks, I’ve been banging my head against various floor benches as I listen to readers complain about what they see as Microsoft’s sneaky maneuvers. Specifically regarding the new Edge browser.
This is a very good browser. It’s like Chrome – Redmond based it on the Chromium platform, after all – but it’s better.
However, Microsoft has been annoying Windows 10 users by making it very difficult to ignore – or even eliminate – Edge. Some believe Edge is stealing their Chrome data.
Even those that are still on the terminal Windows 7 system are annoying.
One reader even described Edge as malware because of the way Microsoft tried to force his wife’s Windows 7 system to adopt his new browser.
You might think that Microsoft could rethink this strategy. You would probably think that a lava of conscience would have drifted over the great mountain of Redmond.
Or you may think that there is something of a rift between those who know how to deal with these things, those who really do not care if noticed and those who just get annoyed because they are more envious. (It happens to me even on occasion.)
I fear, Microsoft’s last Edge step, pandered to the last group. The company offers a discrete update on their support pages.
The header was straightforward and, well, tricky: “Can’t uninstall Microsoft Edge.”
I wanted to believe that someone was having trouble removing their system from this – for them – unwanted browser and was seeking help. But no, this was an announcement from the company.
It started with hope. Microsoft explained that it migrated all Windows users from the old Edge to the new one.
The update added: “The new version of Microsoft Edge gives users complete control over importing personal data from the legacy version of Microsoft Edge.”
Hurry, I hear you crying. That’s definitely holier than Google. Microsoft is really interested.
However, the following were these words: “The new version of Microsoft Edge has been included in a Windows system update, so the option to remove it or use the legacy version of Microsoft Edge will no longer be available.”
Those envious of annoyance would shout, “What does it take not only to force a product on a customer, but to ensure that they can never get rid of that product, even if they want to? Even cable companies eventually discovered that customers find out. “
However, as my colleague Ed Bott helpful pointed out, there’s a reason you can not remove Edge. Well, first. It’s the only way you can download the browser you really want to use.
You can therefore hide Edge – it is not difficult – but not completely eliminate it from your life.
That is also not strictly true.
The tech world contains many large and distorted brains. They do not only work for Microsoft. Some directly suggest methods to get your Legacy Edge back on Windows 10. Here is one way to do it.
Moreover, if you want to meet the power of Microsoft with an equal and opposite power, there are ways to make the new Edge disappear. Here is one that is best visited by those with more than a few computer skills.
Good people do bad things. Good companies do terrible things. I’m still worried that Microsoft is dealing with the launch of Edge in a painfully incomplete way. It is not enough to emphasize the delights of its new browser – which are palpable. Instead, it uses a little (too much) brute muscle.
Why not charm people to try Edge with Windows 10? When she tells her that she can not remove it, it is not charming. Why not encourage users to use Edge for a week and see if it’s an improvement over their existing browser? If you have confidence in your new product – and Microsoft should have that – show it.
This is not to say that Microsoft is universally terrible. For example, I’m fascinated by the Surface Duo, Microsoft’s new folding iPadophone. And how can one not admire Redmond’s attempt to save the children of America by buying TikTok?
However, the strategy with Edge is clear. Microsoft wants to expand its market share in a hurry. It wants a big bite from Chrome, now known as a slow memory dog. It also wants to attract the very good people at Firefox.
Is it a coincidence, for example, that Mozilla, makers of the much more public spiritual browser, announced 250 redundancies last week?
Ultimately, Microsoft – and it’s not the only tech company to think this way – seems to believe that most people will not care, pay attention and many will happily try the new Edge without even knowing it.
Here, Microsoft can be completely correct.
