VMware wants to sell to European clients. If they didn’t they wouldn’t have cookie banners.
a) Show the cookie banners if somebody is coming from a GPDR or GDPR-compliant country, since it's required by EU law and these GPDR-compliant laws.
b) You geofence your site and prevent access.
So, in practice regardless you whether sell anything or not, if your site, proverbially, touches European soil, you have to show these choices.
Just like they will prosecute you for scamming EU citizens, for hacking EU citizens, for impersonating EU citizens, and anything else you can do to EU citizens while being located somewhere else.