Good - the aim is for them to not store personal data in the first place, much less build business models that rely upon it. Rather than allowing the population to take on the negative externality of surveillance capitalism, it is absolutely right that the burden must fall on those creating the problem.
I don't see this as any different to the complain that small restaurants cannot afford to pay their workers - if they can't afford to comply, they can't afford to be in business at all. It's simply a margin problem.