If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: there is no guarantee that DNT by default will become the norm.
Apple's stance on these issues emerged post-Snowden, when the company started putting in place a series of technologies that, by default, make use of encryption to limit access to people's data.
At the ubiquitous convenience stores throughout Japan, cashiers now ask if customers need chopsticks rather than sticking them into checkout bags by default.