Well you're looking at this in a very saccharine light. Have you been following the discussion leading up to this? There have been very pointed questions about

Well you're looking at this in a very saccharine light. Have you been following the discussion leading up to this? There have been very pointed questions about how truly independent the coalition for better ads is. There's questions about and advertising company blocking advertisements from other companies. There's questions about the layer of the browser this was added to. There's questions about even what the better ads coalition purports to do! Can the coalition truly be independent when their only active enforcer is a member? Would that coalition defy that one member ever? Under what circumstances will other sites and advertisers learn of updates to ads? Will that policy remain? Will google always have a head start? What of ads and scripts designed to track and de-anonymize you? What of ads that consume huge amounts of bandwidth passively while not otherwise being annoying? These policies seem directed only at the aesthetic of the web. And really, it remains to be seen if our long term interests are in line with googles, if you asked me, I'd very much say no.