As far as I know, the EU legislation is primarily aimed to protect privacy. Behavioral advertising is related because it requires tracking, and tracking requires the consent and understanding of users in the EU.
There was (is) a huge dependence on US software in Europe, that's probably why there was some reluctance at the start in enforcing it.
However since "America first" the EU is trying to be more independent and boost its own European made software, that's likely why the climate for other software has worsened.
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