Google’s system was seemingly in the wrong in Mark’s case, and the company’s checks and balances failed as well. (Google permanently deleted his account, including his Google Fi cellular plan, so he lost both his longtime email address and his phone number, along with all the other data he’d stored with Google.) But it’s worth noting that Apple’s proposed fingerprinting system generated several orders of magnitude more controversy than Google’s already-in-place system ever has, simply because Apple’s proposal involved device-side fingerprinting, and Google’s system runs on their servers.