What I understood from the badly-written article is this: the big platform companies will start blocking third-party cookies (where applicable, say Chrome) and replacing it with their own centralized, incompatible, proprietary, wannabe-monopolistic version of third-party cookies.

So instead of having pretty much anyone on the Internet tracking you by default you will have pretty much anyone on the Internet tracking you through Google - except for people Google doesn't like. And in the Apple world Apple will be the gatekeeper and so on.

I don't see how this is an improvement.

And thank god for Firefox for keeping these people in check.