Most baffling thing is that sometimes you can't opt-out from "always active" stuff that still involve hundreds of "partners"; see: https://news.ycombinator.com/item?id=45844691

Users can opt-out by not using the service or buying an ad-free version if available.

One would think that developers should not be forced to offer for free a version monetized with 60% less effective ads. And I understand currently this is indeed not the case for small developers, they can offer paid ad-free or free but with personalized ads. Large platforms apparently cannot.