They lose all the data though. They may have avoided some name smearing but it's the data that they really want.
Most importantly, tens of billions have already been made using this ill-gotten data.
Another example: You get consent from me, count your distinct visitors for January and I revoke my consent tomorrow. You do not have to change your visitor count retroactively.
Give me the models and a week, and I'll dox some people with them.
An analog example would be stealing paint and painting your car with it. Should the paint be stripped off the car and given back? I don't know, but the victims are entitled to compensation, which isn't happening in the Google/Amazon case.