This is already affecting websites and web apps. At least all of our customers are moving away from Google Analytics and many try to also get rid of other Google services like fonts and maps. I'm very interested to see what this changes in other european countries.
So they are collecting data about me to show me better ads. Isn't that what I want? They compare my data to a collection ("look-a-likes") of others that match my data fingerprint. What's wrong with that?
The way I understand it nobody is interested in me as a person (which is a bit sad, but that's a different story...).