The EULAs will just all be amended with terrible terms as take it or leave it for all services just like they are in the US.
The user has to explicitly give you consent to use the data for a purpose for you to be able to.
Basically, for every purpose you want to use the data for, you’ll need a separate button.
If the user chooses not to consent to data usage for some purposes, the rest of your service still has to work.
In the U.S. terms of service are usually the latter. You'll get a notification of revised terms, and you can refuse. But as a consequence every company I'm aware of will then terminate service. Examples include insurance, banks, and (perhaps infamously) iTunes which had more revisions than the average number of needles on a pine tree.
Yes you can send them a note saying you do not agree to their new terms, and they'll send you a note your account is closed.
(32) Consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject's agreement to the processing of personal data relating to him or her, such as by a written statement, including by electronic means, or an oral statement. This could include ticking a box when visiting an internet website, choosing technical settings for information society services or another statement or conduct which clearly indicates in this context the data subject's acceptance of the proposed processing of his or her personal data. Silence, pre-ticked boxes or inactivity should not therefore constitute consent. Consent should cover all processing activities carried out for the same purpose or purposes. When the processing has multiple purposes, consent should be given for all of them. If the data subject's consent is to be given following a request by electronic means, the request must be clear, concise and not unnecessarily disruptive to the use of the service for which it is provided.
(42) Where processing is based on the data subject's consent, the controller should be able to demonstrate that the data subject has given consent to the processing operation.
That's enough to deny the claims, which is what is happening here.