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Something being illegal under EU law is used as an ace in the hole for some reason. These multi-billion companies will pay the fines in the EU and continue operating. On the off chance they roll back these changes in the EU, they’ll keep using them in the US, China, Russia, wherever.
Only thing that’ll stop this is global laws against it, which is impossible because of bribery. Oh sorry, lobbying.
Eh, not really. Some of the EU laws have serious teeth, there’s good reason why pretty much all big tech companies ensure they are GDPR compliant. It doesn’t matter how big you are being fined up to 4% of annual turnover is no joke to anyone.