I'm liking their moves towards the option to pay to get rid of ads. Like with Youtube Red and I believe there is this option for Google Ads too, though I doubt in practice this means they track anything less about you. It's a dangerous dance for them to start supporting new business models that are alternatives to their cash cows.

I suspect part of it is them hedging against real backlash against concerns about advertisement as surveillance.

A "Privacy & Security" category for extensions in the Chrome store would be an interesting first move.