When my Intertubes was down, I walked across the street to the local 7-11 and used their surf stations for a while. I’ve ben using Firefox with a popup-blocker, and ad-blocker for quite some time now. But obviously the computers I used yesterday had only IE7 with no popu-blocking and all ads promptly displayed. Damn, that was an eye opener! (1) loading all ads makes it percievably slower; (2) all damn ads are very annoying; (3) popups and their like are extremely tiresome; and (4) tabs and a good tab configuration rules.
Thank goodness I’m a geek. And, I believe that if you can demonstrate the above points for a non-geek easily, you can win them over to firefox in a heart-beat.