Philosophically, Eich is taking somewhat of a departure from the ideas behind traditional ad blocking. "[Blockers] don't feel good to many folks," wrote Eich in a blog post, "they feel like free-riding, or even starting a war." Instead, his browser does include ads from its network "without a persistent user id or highly re-identifiable cookie." Not only does this protect the privacy of users, explained Eich, but it prevents "that annoying phenomenon of retargeting where an ad chases you around the web, often for something you just bought or decided not to buy." However, controversy is already rising from the potential for a browser to gain revenue from its own advertising. Nevertheless, the final result remains to be seen with an official release. The browser is still in its beta versions, and is currently accessible through GitHub.
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