[vman81]

> As long as a market exists that can profit from exploiting PII, and is so large that it can support other industries, data will never be radioactive.

The EU bureaucracy machine can be slow moving, but has the potential to fix this. The stricter the rules, the simpler the implementation. You could cut a LOT of the administrative burden by specifying what data is allowed to be stored at all, instead of what isn't.

Big tech needs to be put in their place, and as others have commented; if this kills your business model, your business model doesn't deserve to exist.