I don't think anyone expected them to just flip the switch and do that without a reasonable (maybe to just them?) alternative I can say, the idea of using 'cohorts' as discussed by this FLOC approach, from what I can tell, is positive progress. Is it far enough? Perhaps not.

> why exactly is Facebook trying so damned hard to prevent Apple from giving people a simple opt out?

Good question. I am not aware of that issue.

I also Question Apple as they take payment from Google to the tune of billions of dollars for search, pushing 'beacons' etc, while promoting themselves a bastion of privacy and security. None of it is as simple as it seems.