Google Chrome has dominated the internet browser market for the last decade with a staggering near-60% market share and users stretching into the billions.

Rivals to Google Chrome, including Apple’s Safari, Microsoft’s Edge (formerly known as Internet Explorer), and Mozilla’s Firefox have largely failed to convince users to switch—but browser choices are becoming more complex.

Users’ desire for greater security, better privacy, and an ill-defined need to “take back control” from the likes of Google and Microsoft has opened the door for alternatives—including blockchain-based privacy browser Brave, whose chief executive thinks Google “is going to be taken apart over coming years.”