All because EUGH stopped Safe Harbor.

This is the first mover. Next wave will be SaaS companies (Email e.g.) guaranteeing data stays in the EU. At the end of January no EU company can transfer email addresses, IP addresses or HR data into the US. Only if there is a Safe Harbor II coming where the US guarantees to not spy on data without warrant/open procedure and legal recourse by EU citizens.

PS: I know this EUGH ruling does not make sense with UK and France having the same intransparent all-people are spyed on. But this are the rules now.