Personally I expect that the main thrust of the (inevitable) push-back will be a mechanism whereby cookies and ads are pushed from within the content site's actual domain. How that will occur and what exact from the back-end will need to take is something I am not sure about but I am sure far more intelligent and able people than I are hot on the topic.
Ultimately, that's exactly what we (the users) want - in particular, becayse cookies are per-domain only, this prevents any and all cross-domain tracking.
