The problem created is this: EU firms get shut out of the US, but the US firms that compete with them are not shut out of the EU. Thus the US firms can operate at greater scale and outcompete the EU firms, leading to one-sided job losses having nothing to do with merit.
So I can have a great, well-run EU firm and do everything right, and then I can lose it all for no reason, due to this insane political decision.
If this is the protection the EU offers, then why should I invest my money here? Why should I even live here? Because from this I can only read it as that the commission believes that Americans should have more rights than I do and that I shouldn't be allowed to have a business.