You can opt out of ads, actually, and those will be respected. And companies in the industry knew they'd play by the rules or suffer. I was in favour of DNT an

You can opt out of ads, actually, and those will be respected. And companies in the industry knew they'd play by the rules or suffer. I was in favour of DNT and made a little browser extension that would allow you to DNT some sites and not others. My hope was that eventually we'd be in a state where you could signal to the site right away whether you'd accept tracking or not and the site could paywall you if you didn't. That way it's a "pay with your data or money" loaded into the User Agent and I think I like that. It respects user choice.