How can it be a trade barrier when EU companies are more affected by it? (They have to provide these protections for everyone, whereas non-EU companies only have to provide them for people in the EU).
Imagine a law that forced all companies in the EU to be polite to their customers no matter what or face fines. In that case you could also say that users would be pushed towards EU companies because they were "forced" to be polite, but I think that would be deserved and US companies could just do the same. Similarly to GDPR, if one side is forced to treat my data with respect and actively have me consent, then I would chose them, law or no law.