I think there is a big misunderstanding about this feature. People are throwing their arms up in disappointment but in reality this is a helpful feature for privacy.

This post doesn't even explain what the feature is or how it works. If you take the time to go read what the feature actually does, you'll see it's a good feature to have and it really does improve your privacy when you don't have an ad blocker.

Just because Meta participated doesn't mean it's bad. If they only participated as consultants to understand the advertisement system so they can better protect us against it, it's not bad.

It's privacy preserving and you can turn it off. It's the best option for attribution we have yet.

Why Mozilla, Why??

I don't care if it's "better" than the existing system, Mozilla should not be helping the advertising industry at all. They should be actively working to block any and all attempts to gain access to user data, flat out. They are not, and their acquisition of an ad company shows that their motives are not in line with what their users want. They're a company after money, no different than any other. Big fucking shame, but when you hire business people and operate as a business, you can't have true integrity no matter what your supposed mission is. Yes, Mozilla operates a nonprofit but they also operate a corporation, and the corporation exists to make money above all else which is why they've succumbed to this ad industry bullshit. I hope we see a viable third option for browser, but until then the best option is a Firefox fork that actually gives a damn about the user and not just their wallets. I've switched to using LibreWolf on all of my devices. Like Firefox, but without the anti-user, pro-ad-industry garbage turned on by default. I've been calling Firefox adware for years now ever since they started stuffing Mozilla VPN ads, sponsored link garbage, "Pocket recommendations" horseshit, and all the other paid/sponsored nonsense in users' faces without their permission but people were like "no no Mozilla is actually good"....cut it out, Mozilla has shown their hands very clearly now. They want the advertising $$$ and are willing to give up any respect and integrity they used to have for it. They aren't at the level of Chrome and Google, but they're inching closer every day and acquiring their own ad company certainly isn't going to help in that regard.

Yet another reason to use a hardened fork like Arkenfox or Librewolf; I assume both will disable this by default