It is extremely valuable to know which users are interested in your product. Advertisers want this.

This product from Mozilla can be seen as a step in this direction, leveling the field at a “less tracking” level…

At the moment, non-tracking ads bring much less money in hence much more content must be paywalled, it’s mechanical. It’s not like everyone with a site is putting up advertisements for fun.

This is certainly the case for open source software, including internet browsers. In the case of Firefox in particular, people have long been asking for the ability to help support development directly through donations and Mozilla has refused.

> the online ad industry itself is an extreme negative. We'd be much better off if it ceased to exist and was replaced by companies that don't treat people in such a contemptible way.

I fully agree here too. Surveillance capitalism especially causes a lot of harms that persist long after an ad is shown or a product is purchased. The ad industry will never stop wanting more data, more control, and more money. It's up to us to say that enough is enough.