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Is it the number of ads that's really the problem? The limit right now is "how much users will put up with".

I think of the targeting as the key problem. Not even necessarily the results of the targeted ads, but the process that they have to go through to do the targeting. They gather up a lot of your personal habits, and there's a ton of real evil that can be done with that. The ads are merely a large nuisance, but the loss of privacy is potentially devastating.

If so, limiting the ad count won't help.

I haven’t seen an ad in years through careful ad blocking

Extensions API needs more granular controls and to remain functional

How would they know who a single person is? You could use multiple computers without being signed into Google on multiple networks.

Instead of a single person, make it a single sign-in. A "single person" really is too much to expect. But a single sign-in is not.

The raw number of ads is not the problem compared to:

1. Placement and deliberate confusion

2. No liability for viruses or scams

3. Creepy spying/tracking