Exactly right, gonna be some big corpo push that it has to get done because “1% of our userbase is getting around the ads, that’s 1% of our profit we need!!”. And as a web dev, sure I could say I refuse. and then get demoted, fired, and they’ll get someone else to do it anyway.

The saving grace is that this will be expensive to do, and Google has proven time and time again that their tech isn’t trustworthy or long-term to most companies. If this does get through, that’s how I’d pitch it to my company. Google gets ideas, gets bored of them, throws them away or changes them so drastically that we have to redo all the work anyway, so it’s not worth doing any time soon. A great case of this is AMP, and while there are some pages that did switch to AMP, the vast majority of sites didn’t bother with it. Not worth the investment. Granted this is different because its ads, and we should by no means rely on this and give up the fight.

First line in the sand is to say this goes against the web’s foundations directly and that Google is actively trying to monopolize the internet.