Most baffling thing is that sometimes you can't opt-out from "always active" stuff that still involve hundreds of "partners"; see: https://news.ycombinator.com/item?id=45844691
One would think that developers should not be forced to offer for free a version monetized with 60% less effective ads. And I understand currently this is indeed not the case for small developers, they can offer paid ad-free or free but with personalized ads. Large platforms apparently cannot.
It must be opt-in, truly a free choice, and informed consent, and declining must be as easy as accepting.
I think it makes sense. Either pay, or consent to effective ads. There's no free lunch
In theory of course, in practice nothing is being governed or fined for smaller companies.
You are not allowed to sell Heroin to anyone in Germany. I don't see you making the argument, that we should - in the same fashion as with digital spyware using companies - not target drug dealers. Becase hey, people can just decide to not buy drugs.
[Edit]: Typo