Gotta love how the Google Blog poast on this sets down the underlying assumption in the frst sentence. "Advertising is essential..." Yep, it is essential for a company like Google. And maybe for some people who cannot afford a subscribed internet connection. But it does not apply to everyone. Most of us are paying for an internet connection. There is nothing in the contract that says we need to support online advertising.<p>How does FLoC work if the advertising target ("the user") is not using a client that implements storing the person's browsing history for advertising purposes. That opening line on the Google Blog says something about keeping "access open". If website access is open to any client, as it should be on according to the founding principles of The Internet, then why would anyone choose a client (browser) that tracks their usage for the benefit of online advertisers and their enablers (companies like Google).<p>Sometimes, maybe all the time, people want to turn advertising off. Make it all go away. When ads are off, there is no justification tracking. The person is no longer an advertising target.