Only weird thing is why they are so late to the party; first-party proxying is so obvious (and not novel) solution, they could have pushed this out already five

Only weird thing is why they are so late to the party; first-party proxying is so obvious (and not novel) solution, they could have pushed this out already five or ten years ago. This is also the reason why I have been always dubious on PiHole and other DNS based or network level blocking solutions. Blacklisting DNS entries or IP addresses was never going to be workable approach.