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Being safe from ad tracking and identity spoofing.

The biggest challenge is getting rid of fingerprinting and password-guessing.

Could you expand a little more? How does this impact your business?

If you have to protect your information and don't want that others access them, you need some safe mechanisms to prevent password leaks.

On the other hand, being tracked all the time alters the information that some "algorithm" present to you while surfing on net, for instance Google Ads and Search

Reply on news.ycombinator.com