If, however, a company is storing IP addresses to identify users without their consent and are found to be specifically targeting them without their consent, then that is a misuse of data.
You are right that companies will be paying for this for a long time and it does take effort to comply, but if that's what it takes to protect user data, increase security across the board to prevent data breaches and kill off the players that never should be in the business to begin with then I'm all for it.