The branding people have definitely won this war here. I agree with you, but the answer to your final question is, sadly these days, never the user or the supposed owner of the hardware. I think it’s pretty easy to argue today that when you boot a computer or phone, it belongs to Apple or Microsoft or Google. When you open a website or “app,“ the computer temporarily belongs to its developer. The fact that even browsers don’t have a built-in, simple-to-configure option to toggle persistent cookies on or off per website, opt-in, of course, is all the evidence you need of that for the web. None of this is OK with me, but it’s the world we have now.