How is this not anti-competitive behavior? If Microsoft was heavily fined for installing their own browser in their operating system, how is an advertising company like Google using their browser, which has the largest market share, to block competing ads not the same thing?!
The Microsoft comparison doesn't apply at all.
The standard is defined here:
https://www.betterads.org/standards/
The committe membership is defined her:
https://www.betterads.org/members/
Note it does include Google, as well as Microsoft, Facebook, the Washington Post, Unilever & others.
Far from a "Google" thing, this seems an attempt for an industry to police itself.
Given the ad experiences I've seen on many sites, if anything it's overdue.