These moves stem from a Congressional inquiry sent to 33 companies including Yahoo and Google which sought to find out more about Internet advertising customization. It’s clear that Congress wants to give consumers more options with regards to their online privacy. (Or at least create an illusion that they are more secure.)
But it seems that writers at InformationWeek and CNet are unimpressed (add me to that list too).
Paraphrasing both articles:
"...we can already do that with Adblock Plus"
I wonder how you can opt out of privacy if they have to use a cookie to do it?