I'm not sure I agree with the 'rational'. If you are so short-sighted as a company that your main course of action boils down to 'piss off the user' while doing everything you can to skirt the law then you deserve to suffer the longer term consequences. Rationality should operate on all time-frames simultaneously.
Saying “just don’t track” is magical thinking. They ARE rational in doing the minimally revenue harming thing to comply in their less lucrative market.
The only ones suffering any consequences are people like us who have to click through so much crap to read something because of the bloody GDPR we didn’t ask for. (Like we didn’t ask for Netflix to have 30% of crappy EU content. That’s EU’s next disaster in making.)
For example:
"No Cash Needed At This Cafe. Students Pay The Tab With Their Personal Data" https://www.npr.org/sections/thesalt/2018/09/29/643386327/no...
Bounce rates must be through the roof, especially for clickbait. I'm certain that the market has noticed and will respond to this. I strongly doubt that this persistently annoying popup situation will stick around forever.
Ultimately I'm sure some kind of technological solution will emerge - e.g. you set what level of tracking you're happy with on your browser and your browser will fill in the popups for you and report back what the website is doing.
Pragmatic realizations of cause and effect are required instead of blame.