It sounds like Google could have done a much better job announcing and explaining how the new system works. This is a definite improvement in privacy over the "cookie" standard in advertising. I don't know if turning this off just keeps you locked-in to using cookies, but it doesn't turn off identification like a lot of you seem to imply.

To those of you out there not using an adblocker: this new system eliminates the use of advertiser-based cookies. All your identification is based on a minimal number of categories based on your browsing history. It doesn't send your actual history to an advertiser, just some (5, I think?) topics that have held your interest within the last few weeks. I'm sure there's a list of these keywords sent to the ad-server so it can decide what to send. I don't really care what they are, because I'm in the next group.

To those of you out there using Firefox and/or an adblocker: carry on, nothing to see here. Keep promoting your favorite non-Chrome based browser and adblocker.