... I would argue that the standard by effect makes it far too easy to simply lock out attribution by normalizing the way that attribution works. It effectively makes it one super easy target for ad blockers and obfu plugins.

Billions of dollars are at stake for companies that need to understand how their ads are working across ecosystems and to realize the value (or lack thereof) for media buys. Many of the sites that place media also are doing so to offset the costs for users.

There are few ways to toss a grenade in this complex room that does not harm all parties and force each to defend their own needs/wants.