Their FAQ talks about using games as the first step in fighting companies discontinuing services of various kinds (not only cultural products).

It is true there is a cultural aspect for games and they mention it, but if a regulation like this passes, then it is easy to imagine what other regulations would be pushed next.

Yes it could be great for consumers, but too many regulations means it becomes harder to start and do businesses and the advantages fall to the established players and in the end there are less options in the market(s) due to monopolies so the consumer is actually worse off.