TalkTalk lost 150k peoples information (including bank account numbers, sort codes, dates of birth, etc - people who later then received scam phone calls with people who knew their details) due to extremely basic security failings. They were fined £400k (a record fine). They then did it again and paid £100k.
Properly securing the site and the data over many years could easily cost more than that, added to the chance you'll not get hacked or fined and it is perhaps even a financially sensible position to not put the effort in.
> That makes more sense as it doesn't invalidate 90% of standard tools processes in technical marketing for example.
Can you explain in more detail?
Stronger restrictions on what data you can hold without good reason or consent means that inevitable breaches become less important.
I'm not sure how it's "easy to avoid sharing identifiable data"?
Companies have failed to regulate themselves since the dawn of time, this is how the world works.