Microsoft is using Bing to discourage Windows 10 users from downloading Chrome and Firefox

A Microsoft logo is seen on an office building in New York City, July 28, 2015. The global launch of the Microsoft Windows 10 operating system will take place on July 29. REUTERS/Mike Segar - RTX1M661

Microsoft is using a new tactic to keep Windows 10 users from switching away from its Edge browser. The first time Edge users search for “chrome” or “firefox” using Bing — presumably with the intent of downloading those browsers from Google or Mozilla, respectively — they are shown a serious-looking message at the top of the search results.

“Microsoft recommends Microsoft Edge for Windows 10,” it says. A “Learn why” button next to that message brings you to a website showing off Edge’s features.