Proportionate for both. Destroying a small or micro business clearly isn't proportionate. Again firmly established in CJEU case law from previous businesses within the EU who have been hit with too severe a fine for some breach of EU law.

> I think that within a year, most US based websites will have closed their doors to EU residents

I would be astonished if that is the case. If it shuts out those not willing to play nicer with data and privacy - great! Even if that ultimately includes Facebook.

Every small business within the EU is adopting this "potential liability" without any signs of a rush to relocate outside the EU or shutting down.