This just means they have something better now.
Sort of like those useless START treaties. Each one came into effect limiting older technology when the next generation of technology was fully tested.
Google wants to replace cookies (that all kinds of people might use), to gain more monopolistic control over the valuable tracking info.
Everyone will then have to pay Google to use it commercially, and only one side will get the capability politically.
Knowledge is power - Information, the new coin of the realm.