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Google tries to defend its Web Environment Integrity
(techreport.com)
This is a most excellent place for technology news and articles.
This is much much more than just ad blocking. The mechanism is so generic that it can be used to lock out users for whatever reason. If the "attester" doesn't provide the requested proof then you're just shit outa luck. We should not hand such a power to anyone, let alone big for-profit companies.