The dream was a built-in Chrome system that would have allowed the data used for ad customization to live on your device. This system would have used AI to sort you into relevant groups of users with certain traits. Had it worked, advertisers would have still been allowed to target you with ads, but without tracking you as an individual. Needless to say, it would have also put an end to those awful pop-ups.
I get the impression that a lot more people are thinking about web browser privacy than they did a decade ago. I don't have a survey at hand, but considering how widespread news and advice pieces are about the topic -- and how often browser makers themselves tout privacy features -- there must be some groundswell of awareness.