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This is interesting but I need to dig into it more. I don't really look at the advantages from a content site perspective, but from a sponsor program / affiliate perspective I agree that cookies are becoming more and more an unreliable way to track surfers.
People wipe their cookies more and more frequently, and with the dating model sometimes users convert days, weeks, even months out. I'm doing some pretty cool things with the sales tracking on swurve so our affiliate backend isn't dependant on cookies to give webmasters credit for sales.
Coming out of beta soon so don't want to go into too much detail but hit me up on ICQ if you want to discuss.
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