To change the practices of Facebook and the ad-tech world, you need a 900 pound gorilla or else nothing will change. All of this sky-is-falling punditry holding up small operators as examples is premature. Yes there is uncertainty, the landscape is changing, but it's not going to crush the little guy, mark my words.
No, but it is a strong signal of my critique: That the EU is a 900 pound gorilla and that is a large part of the problem here. Small operators will, in fact, be impacted by this because they don't have the resources -- including time -- to cope with this and this will cause substantial fallout. Suggesting that "The details of the law are sensible" is not a rebuttal of the cincerns I am expressing.