> To them it's still a cost/benefit analysis, and history has shown short term benefit trumps many other things for these companies.

Doesn't that depend on the company though? Not all companies are focused in the same amount on short vs long term benefits.

There are costs of not following the regulation (example, did not check in detail: https://www.enforcementtracker.com/) and I do not hear (media, social network, etc.) anybody complaining about fines so I think it will just continue ad hopefully will change their opinion at some point.