Yeah, I've tried to do the multi-profile thing in Chrome and always ended up giving up in disgust after a while because the UX is hard to deal with. Lately I've just been using different browsers for different "profiles" (social media, work, general internet browsing, etc) with. Between Safari, Chrome, Chrome Canary, FF, FF Nightly you can have a lot of different "profiles" and using something like https://www.choosyosx.com the day-to-day UX is not bad.