[danhilltech]

Yea. Though, GA does (at least) two things: analyzes your own data, and, uses the data they collect from all their other sites to improve your experience via better bot detection, recommendations, insights. Google's network is useful, like it or not, for a) their cross device graph - they know which mobile devices and which desktop browsers are the same user (ish) and b) from that, building better MTA models than you can with pure first-party data - especially if most of your traffic isn't logged in.

But I agree, the future is pointing toward a world where privacy and empowerment is more in the hands of the user, and that's a good thing.