What do you call it when a company makes a change to its product in one market where it has large market share that drives its competitors in another market out if business? Or put another way, do you really think Google could get rid of third party cookies tomorrow and not get sued out existence?

IANAL, but even I can see that making changes to Chrome that impact advertising is risky even if you ignore Google's own advertising interests. So far they're trying to push things along, but they need buy-in from most of the rest of the advertising industry before they feel they can do anything too radical.

So as far as Google is concerned the elimination of third party cookies (and bounce tracking protection, browser fingerprinting, etc) is definitively tied to something that replaces it. One of those things is FLOC.