Google is getting ready to test a new "IP Protection" feature for the Chrome browser that enhances users' privacy by masking their IP addresses using proxy servers.
We have every reason to be skeptical of Google where privacy is concerned, but the design described here looks interesting. In particular, proxying only the off-site resources, and running them through two proxy layers from different providers.
I still won't use Chrome, but if the design holds up to scrutiny, something like it on Firefox (with configurable independent proxy providers) could be appealing.
So, instead of companies tracking your IP address, they will have to pay Google to buy your IP address, along with your Google account info and demographics.
At least it's only the off site resources. As someone who works with credit card processing online and has to deal with BIN attacks those proxy IPs would get banned pretty quickly both by us and the credit card processor. We already have issues with people using free proxies.