It's p-hacking democracy. If a proposal has 5% chance of passing just resubmit it twenty times under different names with minor variations.
It wastes time that lawmakers could spend on proposals that the public actually want.
Which is many things, I' might call it cynical, but it doesn't seem undemocratic.
the issue is that they try to push it despite citizen protests, and each time they try people just grow more fatigued.
What do you mean, this can just be reverted it isn't like these laws can't be changed. Currently most people don't vote in EU elections, so you don't need much to affect those even if just 10% hates this proposal and go out to vote it would massively effect the outcome.
Therefore its much harder for unpopular things to persist at EU level than country level so far. Until EU has stable parties that is, but currently there is nothing stable at EU level, a tiny thing can change it all.