Browsers already had a way to consent to cookies, since the invention of cookies themselves. But the EU didn't consider that _real_ consent.
In contrast, the GDPR demands that you properly ask for consent if you want to process somebody's personal information, inform them why that is necessary, and only process the data if they agree to the processing.
There is clearly a difference here, and IMHO the EU is quite correct here.
If it wasn't cookies it would be something else.
I know this sounds all lofty and Brussels ivory-tower-ish, but I'm absolutely convinced it's the only sensible way to deal with personal information - even if American companies insist on forcing a new normal of lacking privacy on all of us.