I agree, I think it is just a small escalation in the arms race. Personally, I'd rather have tools that pollute the data being collected rather than just block

I agree, I think it is just a small escalation in the arms race. Personally, I'd rather have tools that pollute the data being collected rather than just blocking it. Imagine a firefox add-on that keeps entirely seperate "cookie jars" based on referrer. So if you visited 100 different websites you would have a 100 different cookies for any particular advertising network, each one unique to the specific website you were looking at.