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I believe that Zuck views EU regulations as an opportunity to build a moat because they can afford to comply and they've patiently laid the groundwork, whereas rapidly growing upstarts like TikTok will find it hard to spin that up from nowhere.
Obey our laws or fuck off. It's very simple. This is how it works literally everywhere, including in the US.
Facebook needs to protect their tracking-based advertising business. Not only EU privacy laws directly impact it in the 27 countries, but often act as a precedent for similar laws elsewhere.