With a small fine, it's just an annoying cost of doing business. With this ruling, there's a possibility it may actually change the risk/benefit assessment for companies that insist on doing whatever they want with user data.

Maybe the lines of business which require promiscuous data sharing in order to be profitable will stop operating in the EU, and give rise to other business models. Whether these newer ones will be better or worse is not yet known, though the gamble in the EU is that it won't be worse.