Well the media hype aka repeat the message as provided without thought, context, background, or even the slightest review is once more in full chorus. Just listen to to the faux news lapdogs howl...

The hype d’jour being Google’s Trust Token API [github.com] something that has been in play for a year or two.

Note: NOT to be confused with StableCoin issuer TrustToken(.com).

Note: for reference the API initiator/developer/maintainer is Steven Valdez aka dvorak42 a Google engineer involved with Chrome and BoringSSL (Google’s fork of OpenSSL).

As the API is still in flux I won’t go into detail (go read, its good for you) but will say that as it stands - at the moment - as a replacement for the myriad of third party cookies:
* the token issuer aka Google becomes a sole metadata collector able to put identities to token users.
* it is game-able and corruptible.
Note: It is, as things currently stand, a wolf in sheep’s clothing.

Further reading:
*W3C draft: Trust Tokens [w3.org]
Note: Michael Kleber, Chair for above draft, is a Google Chrome software engineer.
* Chromium Updates: Trust-Token [chromium.org]
* Chrome Platform Status: Trust Token API [chromestatus.com]

Paraphrase 1: One Token to rule them all, One Token to find them, One Token to bring them all and in the darkness bind them.

Paraphrase 2: We are Google. You will be assimilated. Resistance is futile.