Chrome is the biggest browser by market share and is maintained by a company whose entire business model revolves around tracking users to feed them ads. They have zero incentive to remove cookies. Same goes for Safari and Edge, even though they're not as dependent on ad revenue.

This is a textbook example of negative externalities that can't be solved by market forces. That's where regulators should be stepping in.

> Chrome is the biggest browser by market share and is maintained by a company whose entire business model revolves around tracking users to feed them ads. They have zero incentive to remove cookies.

Not true. If they don't do something, legislators are going to impose hamfisted regulation like GDPR which does impact their bottom line and hampers their business.

So Google's incentives overlap somewhat with users here. It's possible there's a middle ground in this overlap where the browser includes features specifically for ad-driven content rather than relying on general data load/store mechanisms like cookies which can be easily abused for more nefarious purposes.

Although regulation specifically targeting browser vendors to develop such features would also do the job. It's a mistake to try and push this on websites though.

GDPR may affect Google's bottom line in EU markets (we are still awaiting proof as it's too early too tell). But seeing how the FCC dealt with the issue of net neutrality, I have serious doubts that they'd get anywhere near a consumer-first policy regarding Internet privacy.

The previous Democratic administration FCC rule was pro-NN.

The GOP FCC has undone all that. Vote for Democratic congresscriiters this year and begin to undo the damage.

Vote Trump and his FCC out of office in 2020 and a GDPR may be possible.

Can we have this without forcing it? Ideally browsers would be extensible enough for you to build these things. I miss the document days of yore where implementing a browser would be a reasonable endeavor. And that the limited size of the choices is now seen as a benefit to enforce change is scary. Sure, some see it as a good thing, I mean look at all these features and all the places they've steered the web (e.g. HTTPS). I see it as too much bad with the good and I'm becoming wary of the non-neutrality of my browser. I'm at the point where I want them all to stand still or work backwards fixing bugs and improving what exists. When you get what you want by browsers leveraging their user share to make sites change their practices, you just have to know you fostered the environment for them to do that in places you might not want.

> like removing JS access to cookies and/or making cookies opt-in only for sites storing login info

To this point specifically, making a simple AJAX call to have my web server set and/or send me back the cookies from the HTTP headers is trivial. A browser is not going to be able to tell the purpose of the cookie, and opt-in is user hostile to the point that never-ask-me-again will become the norm.

> Ideally browsers would be extensible enough for you to build these things.

The generality of the environments available in browsers is exactly the problem: we can't tell what they're doing because opaque programs are manipulating opaque data. Making the problem tractable means restricting the ability to communicate via well-defined channels with well-defined data, possibly with specific purposes.

> opt-in is user hostile to the point that never-ask-me-again will become the norm.

You're assuming a lot. Opt-in is not blanket user hostile, it depends on the frequency and circumstances the user encounters it.

My first thought is that opt-in dialogs would be triggered only for forms with password inputs, just like it works now in browsers where users can save their passwords. The cookie is tied to that form submission only so we know its origin and uses, and all other cookies are forbidden. It doesn't strike me as user-hostile at all to then ask the user if they want to permit the site to store a persistent authentication token.

Isn't this kinda what Brave/Brendan are doing?

Looks interesting, I'll have to dig into the details further. Annoying that the home button on my keyboard appears broken on the Brave site.