Ah sorry I see your distinction, I misread model 2), thought you were referring to gmail/facebook in model 1).

Yeah if a company is tracking me which results in me gaining nothing and them gaining income, that is quite annoying, I'm not disagreeing that in that case it's wrong. But I still don't think you are harmed in a way that requires such a sweeping piece of legislation. These sorts of rules may land up harming the free services you refer to in model 2).

If there was a way to target just the companies in model 1) without interferring too much in the user experience of all web-users, I'd be for it.