I think this is a great example of what I had mentioned as social differences of freedom between the EU and NA - in NA the freedom of businesses is often well protected up until it causes actual harm to human beings[1] - in the EU the freedom of human beings tend to be given priority of those of companies. It's important to remember that there are a lot of freedoms in this world and they often conflict in major ways. A quote that I love is "Your right to swing your arms ends just where the other man's nose begins". Freedoms are extremely easy to guarantee if they're non-conflicting but that's rarely the case. In this case the EU is siding with the freedoms of the customers rather than the freedom of the corporation - whether that makes the society less or more free overall is a matter of opinion.

1. I'd point to a great example from one of our current justices in this regard: https://www.theguardian.com/law/2017/mar/23/neil-gorsuch-sup...