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I only recommend Brave nowadays and tbh it's an easy sell because it's: familiar as it uses Chromium and so compatible with Chrome plugins, much faster than Chrome, and uses a lot less battery compared to other browsers (particularly on mobile).

The speed and energy usage points instantly resonate with less technical folk who aren't so invested in browser wars.

For those who care a little more the increased security, ad / tracking blocking, tor integration etc are just the icing on the cake.

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