I take it that it's the amount of surveillance required to personalize the ads. I certainly don't like the idea of shitloads of data being collected about me.

Now I do like personalized ads and I get insane ones even though I'm anonymizing my tracks more than most.

For example I do get personalized ads trying to sell me... Private jets!

I mean: I'm maybe upper middle class but there's no way I've got the money to buy a x million private jet.

Yet I get the ads for them Falcons and Gulfstreams.

I do, of course, make sure to click these ads.