I think what these types of contracts show is that companies at Microsoft's level don't give a sh*t about national or over-regional regulation. They will use your data, and while you're busy reading 100s of pages of mumbo-jumbo they already have their models about you in place and sell access to it on a PPC basis.

And this is especially true with GDPR. Google's revenues are still growing, the advertising companies are fine, we all just have to click a few more cookie banners nowadays.