Europe's new front in the browser battle
From next week, if you're a user of Internet Explorer in Europe you may be asked to choose whether you'd prefer another browser.
The choices that millions then make will prove crucial in deciding the future direction of the browser wars.
The screen which users will see, headed: "An important choice to make: your browser", is the result of a settlement Microsoft reached last year in its long-running battle with EU competition regulators.
Under that deal, Microsoft agreed to provide this screen with a list of alternative browsers to Windows users who currently have Internet Explorer set as their default route to the web.
The screen will arrive via a Windows update, and users will then be led to a "kiosk" of browsers, including Google Chrome, Firefox, Apple's Safari and Opera, as well as Internet Explorer 8.
A quick glance at some recent statistics on the browser market shows that Internet Explorer is still well ahead with over 60% of the market according to this source, with Firefox on 24% and Chrome and Safari each having around 5% of the market.
However, another research firm puts the Internet Explorer market share in Europe at 47% - not that far ahead of Firefox at 39%.
But one thing is clear - millions of people who have never really thought about which browser to use will now be forced to make a choice, and that presents Microsoft's rivals with a unique marketing opportunity.
One company has already been getting its message out.
I was rather puzzled as to why Google's Chrome adverts had been plastered across Britain over the last few months - perhaps the only major campaign for a browser in advertising history - and now I think I may understand what that was all about.
Microsoft's opponents have long argued that their browsers are far more innovative, secure and user-friendly than Internet Explorer, and that only the market dominance of the software giant coupled with consumer inertia keeps it ahead of the pack.
Now Europe's consumers will get the chance to vote with their clicks - and we'll see just how much they care about which browser they use.