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#1
I still don't know whether Microsoft is try to help the consumer or help themselves.
Microsoft reportedly wants to replace the cookie
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New #5
I guess the object is if you are on any Microsoft product Microsoft wants to track you. It seem that Microsoft wants to be your "big brother".
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New #6
I wish they would get rid of the tracking cookies. There seems to be no way to eradicate those. I delete a couple of hundred every week but next week they are back.
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New #7
"We agree that going beyond the cookie is important," << Important to who? Advertisers? Microsoft?
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New #9
Script
It is to "protect" you from ... not seeing the ads.
I use a script to start Pale Moon (previously Firefox).
It displays a "Profile Choice" menu, which lets me choose which profile to run.
It also allows me to open multiple profiles at the same time.
When I close the browser it runs CCleaner and then it displays the "Profile Choice" menu again.
Microsoft reportedly wants to replace the cookie
Posted: 10 Oct 2013
Read more at: Microsoft reportedly wants to replace the cookie | Microsoft - CNET NewsMicrosoft may be aiming to replace the famous (or infamous) browser cookie with its own brand of tracking technology.
The company is purportedly developing a technology that would track user activity not only on the Web but on Windows-based mobile devices and even the Xbox console, according to AdAge. Citing "sources close to the company not authorized to speak publicly about Microsoft's plans," AdAge said that the technology is in the early stages with no clear time frame as to when it would appear on all devices.
Microsoft didn't quite confirm the news to AdAge but did hint at its overall goal.
"We agree that going beyond the cookie is important," a Microsoft spokesperson told AdAge. "Our priority will be to find ways to do this that respect the interests of consumers."
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Probably a little of both and add another third party called big brother and you'll have the big picture 
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