If companies weren't actively spying on their users, if the didn't collect every last bit of data they can, there would be no need to put up a banner. If the website needs cookies for core functionality (essential cookies) only, there' no need to inform, ask or badger the user for anything. The websites/data collectors are the bad guy here (from where I'm standing) and now that they have to ask us if they can please spy on us, the EU is evil because they force them to ask?
The main presented point of this bill is "We will eliminate the obligation for the spies to ask you if they may spy on you" and even the author of this piece is celebrating that.