According to a Windows Central report, the feature dubbed as "app suggestions" is on by default and pop up a window warning users not to install a third-party browser like Google Chrome and Mozilla Firefox.
"Microsoft Edge is the faster, safer browser on Windows 10 and is already installed on your PC", it says - just in case you forgot in the seconds between double-clicking the Edge icon and typing your search for something better.
Options provided are to open Microsoft Edge or install the other browser anyway. The "Windows 10 October 2018 update" is expected to bring a bunch of new features, for instance, a new cloud clipboard that will sync across machines, dark theme support for File Explorer, "updated" snipping tool and improvements to Microsoft Edge. Google recommends using Chrome, a fast and secure browser.
In a statement, Microsoft said the warning windows were being tested with a small number of users who were part of its "Insiders" initiative.
If you click the box, you can select "Turn off app recommendations", and Windows 10 will stop bothering you in the future-at least until Microsoft adds another annoying type of message that pushes Edge. The software simply installs as you would expect it to.
The message that pops up calls itself a "warning", but the only reason it's warning you to use Edge is that Microsoft would prefer you do so. There are a number of other places where Microsoft promotes Edge, and it's generally quite annoying. Now it's being used to trumpet Edge, too.
This isn't the first time that Microsoft has attempted to sway users toward its browser.
And, even after you make another browser your default, many things in Windows 10 ignore your preference and just open Edge anyway. For example, Microsoft has used the "tips, tricks, and suggestions" feature-again, enabled by default-to suggest you use Edge with intrusive pop-ups on your taskbar.
Overall Edge was behind Chrome in two out of three benchmarks, significantly in the case of Ares-6, but also beat Firefox in two out of three benchmarks.
Microsoft's motivation for experimenting with pushing Edge more aggressively can perhaps be explained by the browser's lack of success.