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Note that Google is not only in the browser business but also the fingerprinting business. They want a future where everything is on the web and where they have an acceptable way of seeing everything everyone is doing.

Realistically, most users use off the shelf hardware so for every machine there are millions that are specced exactly the same. That's not very useful for fingerprinting. It would be a good idea though to stop adding more discriminating features to browsers but as you imagine, that is not the direction Google wants to go to.

For every fingerprinting trick there is an obfuscation trick though. People just need to keep checking the fingerprinting scripts. A great advantage of the web is that you can in fact see the source code.

Also, we expect publishers to embrace the post-ad world. Why would it be easy to block ads so much they stop being viable, but impossible to stop fingerprinting?

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