This goes way beyond that. According to the article, this would be the equivalent of getting identified to prove you're a real person with an unmodified web browser (presumably Chromium-based) to enable a fully-controlled browsing experience.
The closest analogy I can come up with is it's like creating a HOA for web content. Keep your web browsing experience "gated" so it is "untainted" by extensions that block ads and/or manipulate web pages. Google is trying to make it sound like it's holding your hand and keeping you safe, but in reality is trying to put handcuffs on your web browser.