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.

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.