While FLoC does sound like a bad idea, I think it would be helpful if critistism was coupled with counter proposals. What do the critics see as ideal solution here: making all of the free services paid? having just more content-based ads? or something different?
The local pizzeria can say "only show advertisements that want to be shown within 30 miles of Somewhere, NY. The site for expecting mothers can show ads for baby products.
Contextual advertising. Flip the entire thing upside down and let the sites declare to the advertisers what niche they fill, and let them get relevant advertisements.
