The alternatives are designed to replace the function of third party cookies for Google's competitors to address their antitrust concerns and unblock removing t

The alternatives are designed to replace the function of third party cookies for Google's competitors to address their antitrust concerns and unblock removing third party cookies in Chrome which, as I said, Google wanted to do. Obviously the effort was unsuccessful. Google was attacked on both sides, on the one hand by adtech who objected to being forced by Google to use something less powerful than third party cookies, and on the other hand by other browser vendors who objected to adding adtech features and certainly didn't have any interest in helping Google avoid their antitrust problem, regardless of the fact that enabling Google to turn off third party cookies would be the better privacy outcome for users of Chrome. They had no interest in helping Chrome users; they preferred to promote alternatives instead.