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Mozilla has acquired ad metrics firm Anonym
(www.theregister.com)
This is a most excellent place for technology news and articles.
Emphasis mine.
Betting on your reputation that users will trust you to adequately handle an issue that really seems like it'd end up with a conflict of interest seems like a fancier manner of saying you're risking taking a dump on your reputation.
No way through but forwards now, eh. Not feeling particularly optimistic, but I'm cheering for them all the same. Their concerns and observations about the direction the industry is headed in are valid.