You say that as if clearing out cookies isn't also a thing one can do. All they're doing is opting you into more directly handing them your data. And I didn't see any mention that cookies will be discontinued by them anyway.

In the end, the big problem here is that it's being routed as a privacy feature when it's anything but. It's just a different kind of privacy violation.

It's simply not about privacy so it shouldn't be labeled as such.