Funny how the tone suggests that this is something malicious being done to the guardian.
It kind of is. The Guardian is funded by advertising and this limits their ad sales story. As the article points out, the main beneficiary of this is Google - who are essentially competing with the Guardian for ad sales. I don't always agree with the Graun, but I believe in plurality rather than a Google-dominated world. Throwaway because of inevitable downvotes from the privacy crowd.
The privacy crowd are right; and so are you. This is a huge internal conflict the web today - how do you make it pay, keep it free and not have it track users?