> While this is a possibility, the wrench in the works is the Firefox browser. How is Google going to get them to play along and prevent 3rd-party blockers like

> While this is a possibility, the wrench in the works is the Firefox browser. How is Google going to get them to play along and prevent 3rd-party blockers like UBlock Origin from working? I don't see it happening. As power and money become more centralized in fewer hands, the ability to abuse DRM and standards, and to coerce partners and content providers into falling in line, becomes cheaper. Google declares legal and technical war on ad blockers while offering a "better" solution laden with incentives; Firefox gets bought off or coerced to be compliant. The barrier to disruption becomes not only a high technical bar, but a legal one as well. I don't think there's a clear path to this that I can see right now, but we're a LONG way from Microsoft's defeat in the browser wars (both in terms of time and political environment) and a lot of shit I didn't think I'd see over the last two decades has happened after all. The broader interpretation of Gilmore's notable quote ("The internet interprets censorship as damage and routes around it") is less applicable today than it's ever been--in part because to a large degree, "censorship" has been replaced by "loss of profit".