On the French web you can see the evolution on newspaper websites, which used to have these popups with an easy accept button and difficult, hidden paths for refusal, which eventually moved to a simpler "reject" button with subdued colours or a "reject and read the article" a bit less visible than accept, but still easy enough to spot, and now many have two equal buttons... but "reject" leads to a page that says "you can reject cookies but then you can't read the newspaper, you can pay instead".

You can really see how they try to go as far as they think they can, and adjust their behaviour even without having been targeted themselves. I have good expectations that everything will eventually get better even if it will take time.