Last Thursday, Microsoft announced several new features to the upcoming IE10, which will launch as part of Windows 8. One of these features, which turns on “Do Not Track” by default, has caused quite a stir over the weekend as new outlets and bloggers have discussed the potential benefits and ramifications of this feature.

Microsoft explains on its blog that “In Windows 8, IE10 sends a “Do Not Track” signal to Web sites by default. Consumers can change this default setting if they choose. This decision reflects our commitment to providing Windows customers an experience that is “private by default” in an era when so much user data is collected online. IE10 is the first browser to send a “Do Not Track” (DNT) signal by default.” With this signal, users of IE10 will be protected from websites that typically collect personal information throughout your use of the Internet to create personalized recommendations, shopping experiences, and even advertisements.

Not only has Microsoft declared that they are “broadening our commitment to providing consumers a great experience in Windows” with a web browser that protects consumers more than others – such as Google‘s Chrome – but they will be preventing Google from generating as much ad revenue from IE10 users, as Google can not personalize ads with behavioral targeting for these users, which is key in coercing users to click on the ads. (Ever searched for a recipe for dinner and been led astray by an advertisement about a pair of boots you happened to shop for earlier in the week? That’s behavioral targeting.)

With IE10, Microsoft is intending to both be creating a better browser than Google Chrome, and trying to squash Google’s entire business model by turning on “Do Not Track” by default. In fact, on the IEBlog, Microsoft CVP, Dean Hachamovitch, almost goes as far to take a direct jab at Google, saying, “While some people will say that this change is too much and others that it is not enough, we think it is progress and that consumers will favor products designed with their privacy in mind over products that are designed primarily to gather their data.” Notably, Google Chrome is currently the only major browser without a built-in “Do Not Track” feature, and they likely would never want to include one – or need to, as any “Do Not Track” options in a browser would likely be overridden by using a Google account.

Can Microsoft stop – or at least, slow down – Google? And if all it takes is a hit in ad revenue, what does that say about the future of the internet (and browsing) as we know it? –Forbes