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Everyone loves the free market, until market actors do market actor things. Same with GDPR -- "hey wait a second, you're not allowed to decide you'd just rather not deal with our new law!!"

Ahh well, it is the Guardian after all.

Another way to look at it, as I see it, this would certainly make Facebook better for their product (users) while making it worse for their actual customers (those who want the user's data).