It will let you open containers that trash cookies on close. You can also set certain URL's to always open in a tmp container which is useful for sites that only let you read x amount of article per month.
I have been using https://www.ustart.org/ as my homepage ever since Google killed iGoogle to gather my feeds and other things like Twitter searches.
I love RSS.
Basically you sum up why having 1 major, huge company that supplies a vast array of website coverage, is a bad idea, aka google adsense/doubleclick which powers so many ad networks.
Yes there is facebook/twitter and a few others but google is the one with the crazy huge coverage.
Also yes there are other formats but we live in a very digital age where it has potentially better returns for less cost when you use google adsense rather than traditional media. When you are a small company these cost differences are a huge deal.