Google is highly incented to do things like this where technically, it reduces Google's ability to track. But, it hurts other advertising companies more, so ov

Google is highly incented to do things like this where technically, it reduces Google's ability to track. But, it hurts other advertising companies more, so overall, it improves Google's position. Win-win-win of great PR, less anti-trust pressure, and broader gap to the next best competitor.