Few can argue that these rules or others like them aren't needed for regular users.
The "problem" is all of these companies that have made bank in the past decade swallowing all internet users' data get to keep that data and continue to make money off it, while new competitors won't have the same opportunity. They also get to keep all the money they've made from exploiting that data.
Since the solution isn't "just allow everyone to abuse the data just like Google/Facebook have for the past decade" then it must be to "take all of Google/Facebook's targeting data" and preferably even fine them large amounts of money to nullify the profits they've made from this abuse. Although the latter is a tricky one with the whole passing laws that apply in retrospective.
The "problem" is all of these companies that have made bank in the past decade swallowing all internet users' data get to keep that data and continue to make money off it, while new competitors won't have the same opportunity. They also get to keep all the money they've made from exploiting that data.
Since the solution isn't "just allow everyone to abuse the data just like Google/Facebook have for the past decade" then it must be to "take all of Google/Facebook's targeting data" and preferably even fine them large amounts of money to nullify the profits they've made from this abuse. Although the latter is a tricky one with the whole passing laws that apply in retrospective.