You are then given an inviting blue button to open Edge or a nasty grey one to install the browser you went out of your way to download.
"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. Microsoft stated in 2017 that Edge usage had doubled but third-party usage tracking service still see the browser lag behind Chrome, Firefox and even Internet Explorer in usage share. According to various users on Fast Ring, Microsoft is now prompting users to try Microsoft Edge when they try to run third-party installers.
There's even a setting to turn annoying prompts like this off, and Microsoft is calling them "app recommendations".
Instead of disabling the app recommendations by default, Microsoft seems to be enabling them by default. Google pushes Chrome on all of its properties when users use different browsers to connect to them, and Microsoft too displayed notifications on the Windows 10 platform to users who used other browsers that Edge was more secure or power friendly.
The app suggestions feature is part of the "Apps & Features" setting in the Settings app, where you can control whether or not you can install apps from outside the Microsoft Store. If that's true, we don't imagine this process will make it into the next Windows 10 update. Most Windows 10 users click through all these annoying prompts and use Chrome instead. Now it's trying to intercept people before they install Chrome or Firefox without actually preventing them from installing those browsers.
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.