The CTO of Mozilla and some other employee are posting on r/firefox defending this shit.

They say it is their job to help the adtech industry, by finding a compromise between my interests and Facebook & co’s interest. Only they get 90% of their revenue from adtech, so their actual job is to sell me out.

This “plan” involves collecting additional data on behalf of adtech right now, and then there’s a hypothetical second step, in which they will lobby to force this new system on everyone. Only (a) this second step is not going to happen, and (b) instead of being tracked by adtech companies, I’d now be tracked by “trusted third parties” or some shit which then sell my data, in aggregated form, to adtech companies. Wow. Great improvement this, we now have middlemen that are, uh, by semantic re-definition, not adtech companies.

So the actual second step is “???” and the third step is presumably “profit”.