This is exactly the point I've been wondering about. What strikes me about this FLoC stuff is that we're removing a technology which was genuinely built for the

This is exactly the point I've been wondering about. What strikes me about this FLoC stuff is that we're removing a technology which was genuinely built for the user (cookies) to a technology whose SOLE purpose is tracking users. For some reason we're not properly questioning the assumption that this is remotely reasonable: why should we have tracking at all? It's as though we replaced facial recognition cameras piggy-backing on CCTV security systems with chipping every citizen and then saying "but it's just a better tracking system" rather than "is this even reasonable?"