This resurgence of privacy-focused ads has a lot to do with the popularity of data laws.
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One trend I haven’t liked is how so much functionality is being locked behind needing an account. Like having to be signed in to install apps or update. No local export options for apps so having to rely on being signed into the cloud to sync. Kind of obvious why companies would want that with being able to collect more data and push you to spend more as they probably have your payment info to make buying apps easier.