The EU pushes heavily for consent for tracking, yet you need to track your users locations to keep your trademark, thus requiring that every company has to have a popup asking to track that data.
I'm sure it wouldn't work in a real court, but it sounds funny in my head.
> legitimate interests pursued by the controller or by a third party…
There are six lawful bases for processing, consent is only one of them.
Interestingly, the GDPR specifically does not include 'benevolent' processing (i.e. processing for legitimate interests of the user) as a lawful basis.