[technofiend]

>At some point, we self select into Amazon-humans, Google-humans etc.

That's one worst case scenario. I've been thinking once humans start deselecting Google (no more gmail, youtube red, etc) then there's more room to also start blocking google's ad network. I know Google's dark pattern to force compliance is to pretend they don't know you and put you on a captcha treadmill, but that too will crumble if their adsense network yields less and less value as users and website operators move on from being plugged into the googleverse.

At least today you can operate outside the googleverse but you're punished for it. We should be holding on to that and trying to expand it rather than end up in the future you described where we can do nothing but comply.