Any privacy-invading surveillance is of course bad, capitalistic or not. The word “capitalism” was probably used casually, and not because the quoted commenter is a communist.

In this case, what Google wants to do is making sure that everyone sees personalized ads. If possible, they want to “ban” ad blockers or force DRM. Why? Maybe because that is their business model.

So the answer to “What’s the nature of the proposed system?” is “for ads” “for monetizing” “for profit” “Google-centric” “capitalistic” “monopolistic” “money is more important for them than privacy” etc. While this is disturbing, it’s not implied that privacy invasion is okay if not capitalistic. On the contrary, using monopoly power for profit is relatively better than mass surveillance by an oppressive government, which may arrest you or kill you just because you criticize them. Google is unlikely to kill you even if you use ddg or metager. Then again, it’d be weird to say, “This proposal is not evil, because there will be a worse kind of surveillance.”