I understand the hope is that companies will comply rather than forego the entire European market, but if they don't, the last consequence is ultimately on the consumer, not the company.
It seems like the same type of thing as when Quebec recently decided any service that serves customers in Quebec must offer a French version of all their services. Quebec is a much smaller market than Europe, so the effect was that companies just stopped offering services to people in Quebec, but it seems like these are the same kind of issue.
Government wants services to be provided in a certain way. Service provider declines. Consequences disproportionately impact the consumer, not the service provider.
Why should it be up to a governmental agency to tell you you are not permitted to use a service because they think the service is being provided in a way they don't like?