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I won't mind some advertising if it wasn't so invasive or potentially dangerous as vectors for viruses. The harder advertisers push, the harder the blocking is pushed, as seen on twitch.tv over the years. So, having Firefox handle the data, protecting its users' identifiable data, if possible, would be a welcome compromise.
You’re not wrong on the surface, but there’s unfortunately other issues with trusting any company to be the middleman for your info. As the (numerous, massive, and repeated) data breaches have shown, it only takes one incompetent employee to turn “this one company acts as a middleman for all my ads, and ensures sites still get paid while I don’t get infected or tracked” into “this is the single largest and most invasive data breach I have ever been affected by, because all of my eggs were in a single basket.”
That is a very good point. I say the same about steam with PC games.