Cheddar has several meaning. I know three: a name of an English village, cheese my daughter likes the most and a brand new project in the ad-blocking story created few days ago by the VRM initiative.
VRM stands for Vendor Relation Management as opposed to CRM (Customer Relation Management). VRM is on the side of consumers and at the same time it claims that this is the best position for vendors as well. VRM is clearly a private market-based initiative which is VERY different from political administrative non-practical consumer-protection topics as we know them from Europe.
