"The web was designed without the concept of personal identity at all, and without any tracking system built in. It was designed for anybody to be able to create what they want, and even for anybody to be able to make their own web browser. Not long after its invention, people came up with ideas like cookies and made different systems for logging in, and then big companies started coming in and realized that if they could control the browser, they'd control all the users and the ways of making money. Ever since, there's been a long series of battles over privacy versus monetization, but there's been some small protection for users, who benefitted from those smart original design choices back at the birth of the web.