It's a type of security in depth. The problem being solved isn't that companies can make anonymized profiles; it's that all that a company needs to do is assoc

It's a type of security in depth. The problem being solved isn't that companies can make anonymized profiles; it's that all that a company needs to do is associate one ID with a person to fully de-anonymize that person's data, whereas under the new scheme associating an ID would only de-anonymize a month's data. Not wonderful but, arguably, not nearly as bad. That said, this is engineering-oriented security thinking in a behavioral playing field. People's habits don't change very rapidly, and I'd expect that (with the exception of life-changing events) a month's worth of data would tell you 95% of what a (device) lifetime of data would.