Yeah, my first thought reading the parent comment was two words: "Occam's razor". But, I still find it amusing that companies like FB want to project the image

Yeah, my first thought reading the parent comment was two words: "Occam's razor". But, I still find it amusing that companies like FB want to project the image of "informed consent" whereas we have a bunch of developers here trying to figure out what the hell happened and coming up with plausible solutions. What's interesting thought (and I know that from my professional experience in ad tech) is that the "cookiegeddon" did push companies towards non-deterministic, more fuzzy ways of cross-device targeting (and we're talking about people who already think that fingerprinting is ethical). The upside is that metrics are mostly bullshit anyway.