When asking pprof for output using web, it currently selects browsers using an in-order traversal of the list '"chrome", "google-chrome", "firefox"'. On each platform, it also tries a platform-specific file opener (xdg-open on *nix) if all the list of browsers all fail to execute.
This behavior is non-intuitive, as users' browser preferences are not respect if they have one of those browsers installed, but use another browser by default (this is particularly common for web developers). Instead, only the platform-specific opener should be used, and only in the case where it fails should fallbacks be attempted.