Why too much data has led to missed opportunities for brands to grow.

This week Google's David Temkin said that they don't plan on developing or using alternative identifiers. No more new tricks to tracking and targeting audiences. What does this mean? Has Google decided this to enhance its image as a good corporate citizen? To ante up on the initial "don't be evil" ethos the company advocated? To be proactively compliant with the growing regulation governments seek to impose of use of personal data? Or does this just mean they’ve got optics on enough of the media universe to effectively own it?