I think you might be misinterpreting those comments. It's not that hard to follow GDPR, what's hard is to work around it. If you want to do exactly what you did before but you want to weasel your way around GDPR it's not impossible, unfortunately, but harder.
And people are complaining about it not achieving its objectives precisely because you can weasel your way around and that's why we have those stupid 'Accept all cookies' huge buttons and 'Change settings' small ones, that later change to another big 'Accept all' and even smaller 'reject'.
Stop selling user's data without their consent and GDPR is a breeze to be complaint with. Try still selling it, eliciting the consent via dark patters, and complain how hard and complicated it is.