I just searched for “buy new headphones” on Google with my ad blocker turned off.

It showed ads where I could get headphones from different web sites - where neither I nor most people have an account.

What’s more likely? That I am going to register for an account on “Under Armour” - the first site that appeared or that I’m going to go to Amazon where they already have all of my information,I’m an Amazon Prime customer and where I have one-click activated?

If Under Armour were smart they would have web based Apple Pay payments available to reduce friction.