Yes, and doing so will escalate the arms race. I believe that browsers will come out as the winners, and that's a good thing for privacy.

> This is starting to change, and a lot of websites still have ads as their main source of revenue.

Sure, but then again, most sites I see on a daily basis in Google are pure shit - made only to display ads, with the same content that is also on a million other pages, slightly rewritten so Google considers it unique. Nothing of value will be lost if the all burn up and go away.

I'm sure you're right, there will be unforeseen consequences, but I feel like appeasing the adtech industry by not stopping their surveillance is not going to be helpful.

Better Ads focuses only on perception: A flashy, dumb static banner is bad, a stalking text-ad that sends information back to its creepy owner where it is then correlated with MasterCard payment data, your location, the interests of your friends etc and saves all of that into a shadowy profile that follows you around is fine, because it's text only and is labeled "advertisement". I can't decide whether it was just an extortionist cash-grab or a smart way to redirect the attention from the actual problem to the surface problem ("it's bright, and it's animated").