A theory that’s floating around is that since frontier models are so good at sounding like humans, companies paying for ads are arguing that Dead Internet Theory -> ad costs should go down.

Therefore, the push to ID everyone using the internet (even down to the hardware) is a way to prove that ads are being served to real humans in their target demographic.

It makes a lot of sense, too. Previously, governments wanted everyone to have to swipe their driver's license before accessing the internet. But now, businesses want it too. And that makes all the difference in a world built on capitalism.