It's super weird that people seem to constantly start from the premise of, "But their business couldn't possibly [comply with law] profitably at scale! Oh well. I guess until someone comes up with a feasible solution, we'll just have to exempt them from being responsible!"
Imagine if pharma companies went "gosh, but hiring quality inspectors to make sure all of our drugs are untainted just doesn't scale!" I have trouble imagining you saying, "Well, they obviously can't sacrifice scale, so let's just wait and see if a better quality inspection solution comes up."