Aside from the parties and parades that would be thrown over the removal of third-party cookies (were we not in a no-parties-allowed situation in 2021), it does

Aside from the parties and parades that would be thrown over the removal of third-party cookies (were we not in a no-parties-allowed situation in 2021), it does seem a little troubling that they appear to be repeating the AMP strategy here 1:1, with an "open initiative" to replace cookies with something that is clearly owned and operated by Google for their interests with industry participation instead of an actual collaborative effort. On the other hand, who would they collaborate with? Mozilla is busy selling VPNs or something and Apple wants nothing to do with Google's ad practices. Unpleasant all around.