Came here to say just that. Apple seems to be trying to make the case that users don't necessarily need to get in bed with creepy, data-mining-for-profit platforms to receive good service.

Whether that's really true, or just good rhetoric...

Just like the Apple Now clone with no tie in with Apple ID (Not like other Companies)

Also anti-competitive US Government will go nuts on them. I could see companies blocking iOS as a protest if ads were blocked by Safari.

Edit for grammar.