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I don't get the alarmist tone of that piece: it's very preliminary, they are consulting with interested parties, building an opt out mechanism.

Oh and Apple already deployed an identical ad id a while ago.

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I think "it's opt-out" is a very poor excuse. When something of this type is going to be implemented, opt-in should be the default. If you can't convince the people who will be affected by this that they are going to want it, then you are probably in the wrong.

Just because someone else is already doing it doesn't make it right.

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