I agree. Right now, websites maintain tracking infrastructure to build a profile of individual people as they move across the web. All of that comes down to one thing: targeted advertising. If companies had some way to know what types of ads to show users without tracking them, it would be way easier and cheaper. It would also be better for users since they wouldn't be invasively tracked all over the web. Privacy Sandbox seems to meet those goals. It does all the tracking locally and sends the end result (advertising topics of interest for this user) so the website knows what kinds of ads to show you without actually doing the tracking. This is a more privacy-focused way of doing targeted advertising for both websites and users. From what I can tell, it's a win-win. Most of the people I see complaining seem to hate it just because it's an advertising feature implemented by Google, but to me it seems unambiguously better than the current standard.