I don't think I'm understanding this clearly. What's revolutionary about this? I get that it's a great privacy function but wouldn't less views of an ad mean less revenue?

I understand that it's encrypting our info on the blockchain so we are more in control, but won't less views of ads= less revenue for the hosts?
Or are they saying to use your information, they'd have to pay you instead?
Not getting my head around this completely.
Can someone summarize what EOS is in a few sentences?