Likewise, I don't firmly understand the technology behind this, or its privacy implications, and almost the entirety of this thread is just generic anti-ad sent

Likewise, I don't firmly understand the technology behind this, or its privacy implications, and almost the entirety of this thread is just generic anti-ad sentiments, with some arguments about billboards, Mozilla's CEO compensation, ads being psychologically invasive, and people hoping we can bring the 2003-2004 web back (have they forgotten what Month is it? "the Web" didn't change, the audience did.) There are some solid comments here. I just wish people (who talk about advertisement ruining the web's signal-to-noise ratio) would recognize the importance of minimizing chronically-rehashed arguments and talk more coldly about techs and implications. I really empathize with any Mozilla employee browsing this; I criticize the Mozz every now and then, but this seems like a well-meaning proposal, that's beneficial for the web (my opinion, obviously people can argue otherwise) and advances Mozilla's mission, and they're getting shredded.