“The elephant in the room – and the opportunity – is how to solve for the industry-created problem that people don’t like and don’t trust advertising,” said Garcia. “Privacy-enhancing tech doesn’t make creepy and disruptive ads less creepy or disruptive in the eyes of the average user.”

Emphasis mine.

Betting on your reputation that users will trust you to adequately handle an issue that really seems like it’d end up with a conflict of interest seems like a fancier manner of saying you’re risking taking a dump on your reputation.

No way through but forwards now, eh. Not feeling particularly optimistic, but I’m cheering for them all the same. Their concerns and observations about the direction the industry is headed in are valid.