EU citizens are under no obligation to support business models that have a negative effect (be it small or large) on their lives, nor are they obliged to make it technically convenient for companies to conduct their business.
There are many business models which do not come with moral dilemmas and that do not fall under the incidence of this law. Data mining and tracking might be trendy, but it's not a free for all, there need to be rules and the privacy of users must be respected. If some companies are unable to do fulfill these basic and fair requirements, that is strictly their problem.