https://gdpr-info.eu/art-4-gdpr/

> ‘personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person;

[...]

> ‘profiling’ means any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person’s performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements;

> ‘personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person;

To layer on some interpretation: * Red Shell is collecting information * which relates to "an identifiable natural person" * who "can be identified [...] by reference to [...] one or more factors specific to the physical [...] identity of that natural person" * where these factors are the information Red Shell is collecting about the software and hardware of their physical devices * and thus are "personal data", as regulated by the GDPR.

Given that their primary purpose is identifying users, they're going to have a hard time arguing that they don't fall under the GDPR's jurisdiction.