While I applaud the feature and hope it gets used by everyone, the idea that it's going to harm FB/Google/Etc. is unlikely. There's a good argument to be made

While I applaud the feature and hope it gets used by everyone, the idea that it's going to harm FB/Google/Etc. is unlikely. There's a good argument to be made here that it will actually _entrench_ them. Facebook's power comes not just from being creepy, but by having built an internet-wide advertising platform that anyone can run ads on. You run ads in one place and billions of people can see them. While IDFA blocking is nice, it does basically nothing to change FB's incentives. Until using the personal data they've collected to run ads is illegal, they'll continue to collect it (and probably after, let's be honest). All the while, the complexities of running an effective ad network get higher and higher, making it harder for 3rd parties to compete against FB. At the end of the day, we have to make ads targeted with previously collected personal data illegal. End of story.