Comment by jcranmer

The root problem here is that users don't want any of these tracking alternatives. All of the other browsers have said "no thanks" to any of the alternatives, and already moved forward with blocking third-party cookies (the main vector for tracking). Chrome hasn't moved forward with this because their ability to still track you thanks you being logged into Google means that disadvantaging every ad provider paints a massive target on their backs for antitrust law (even more so than they already have). Hence their attempt to fix it by creating new vectors of tracking so they can get the privacy "win" of blocking third-party cookies.