Well, their loss. Some new site will pop up that does not block VPNs and steal market share.
Porn sites started blocking me on Chrome through my normal ISP, because a nearby state has age verification and sometimes sites think I am in that state. Maybe the server is there? And someday my state might have age verification, too!
So I got the Opera browser with its free VPN, and am not blocked anymore. So Google Chrome just lost to Opera.
Of course someday Google will buy all those others and kill them, making us use Chrome.
And now Google will lose when people ditch YouTube.