Yeah it's truly awful.
The worst part is how disingenuous it is. It clearly exists because Google:
- Wants to circumvent ad-blockers since ads are its primary business model, and
- Link butts in chairs more closely to web browsers so they can sell better advertisement targeting.
If they just said they were doing it because they're an advertising company and they need better ads targeted to people, at least they would have the benefit of honesty. And in that case you might actually get some big sites on-board; like if a site can explicitly say "I need to recoup hosting fees and the only way for me to do that is targeted advertising and that makes this easier/better" there's actually a value proposition there.
But don't pretend this is for the benefit of consumers or the Internet overall, and definitely don't cloak your meaning behind vague platitudes about identity authenticity.