Correct, there's relatively easy ways to de-risk things. My wife and I dated for 3.5 years and lived together for 2 before we got married. We are in a high income bracket, and both of us thought quite a bit about the person we wanted to married, and made sure we had good conflict resolution skills, respect for each other. We agreed on kids, religion , money and sex (make sure you agree on these or you are going to have a bad time).
Chances of our marriage ending are very low according to the statistics. People always view marriage as this binary thing where you are either being completely and utterly scientific about things, or you are just being naive and jumping in. I love/d my wife deeply when we got married, but I was also aware of her flaws and my own. If you don't have any empathy or like living your life for yourself, don't get married (and probably don't date), it won't end well for you.
You're not wrong. Because of their browser share, Google on the desktop and Apple on mobile basically can control how people experience the internet, and they're now choosing to exert that power. It's something to keep an eye on. People might like what they're doing right now, but what if they don't like something they do two steps down the road?
Actually though it blocks all the targeting. So, for example (and you can try it yourself now -- it's live in the High Sierra beta that you can download right now), when you go to Facebook, you will no longer see ads that are targeted to your interests/sites you've visited. Facebook makes it's money off of ads that are personalized -- generic ads don't sell. Same with Google's Ad network -- it's targeting you based on demos that it will no longer be able to track. Yes, Apple may be protecting its users but this is a direct hit at Google and Facebook's ad revenues, particularly on mobile, where Safari has a much higher browser share. Download it yourself and try it out; it really is fascinating to see the difference.
You know who's not? B2B publishers. Because if this spreads, if you want to buy a niche market, you have to buy directly from that niche seller (for example, if you want to reach pig farmers, you'll need to buy ads on a pig farmer site -- it's the only way). So the ad networks hate it; direct sellers LOVE it.
