2) Yep! And as mentioned in other threads, it would give the users on their ad platform more money but degrade the quality of their ad platform.
I was just alarmed by how many people are not only okay with, but defending, the current state of ad tech. I think it's a noble effort to go against the grain and withstand any potential legal trouble to subvert it as it seems there's no recourse to be made in the courts unless an entity has the aforementioned time and money to fight it in the courts.