I wonder how "Do Not Track" will effect advertising biz models. Part of the allure of online is that you can not only verify that each ad was served (something

I wonder how "Do Not Track" will effect advertising biz models. Part of the allure of online is that you can not only verify that each ad was served (something impossible to prove pre-internet) but you're also able to target really well. I wonder if services will respond in some sort of anti-consumer arms race, by limiting service features or the sort. (Imagine if FF/Goog released an AdBlock style plugin.) I'm not saying it'll be as drastic as blocking content if you're not tracked, but I am curious what the HN community's thoughts are on the idea of a tracking arms race.