Counter point - the on screen translation stuff is way better than before, it can now translate text in pictures which is a huge benefit on many East Asian websites.
Sure it might work well... but some genius thinks it's great UX to prompt someone 10 times within 5 seconds because it thinks "Oh, the user is in a new screen, and there's foreign language in it!"... it's almost as bad as the 90's website doing a loop of window.open()'s before the browsers thought of blocking that Javascript function...