Agreed. The goal of these companies is to have end-to-end control as this gives them control and security of their revenue. This might not be a stated goal pu

Agreed. The goal of these companies is to have end-to-end control as this gives them control and security of their revenue. This might not be a stated goal publicly but the deeper they can take things and the more things that they can put a moat around, the more they can rely upon and grow their revenue and profits in future. I can see how each step feels like a natural increment over the prior. I loathe the privacy impact of the way cookies have been used, but these changes merely push the same issues inside a behemoth who can capitalise upon that data in a more opaque way. This feels like a transfer of control and a land-grab on a colossal scale.