That makes no sense. The rules are not different for US companies so how can it be an attack on them?
>The social network has also kept out of Europe facial recognition software that tracks when photos of users are posted across the platform.
Are you sad about this? If so, why?
That seems like a disingenuous question, the companies that are mainly impacted by these laws are US companies. It might theoretically apply to all companies but in reality they had a handful of US companies in mind when they wrote theses regulations.
As for the impeded innovation question, yes I feel that something is lost when a "cool" and useful feature is prevented from materializing.
Any company who handles personal data is impacted. Facebook and Google are not the only ones which do. European online shops and banks also have to comply.
Just because Facebook and Google generate the most press on this issue doesn't mean it is an attack on them in particular. Privacy and data concerns are real societal issues. Tackling them is absolutely necessary and the EU is doing a good job by ruling that we own our data.