They had an opportunity to actually hurt Google by blocking tracking scripts long ago with their "Do Not Track" feature enabled by default in its browser. And they wasted it by simply asking advertisers like Google nicely if they'd like to stop tracking users or not (you'll never guess what happened next!).
Microsoft has already been found violating previous and less strict EU privacy laws recently. I think Google, Microsoft, Facebook, Amazon - they'll all end-up paying big fines in the EU within 18 months after the GDPR passes, because neither take it seriously enough and they still think they can use "angles" to trick the regulators as well as users into getting that data without real consent. They can't, and they'll learn it the hard way.
Oh, and the Privacy Shield will likely fall by the end of the year, too. So brace yourselves, it's going to be a wild ride for these privacy violators.