This is nothing new. These guidelines reflect the GDPR’s intent and everyone had 2 years to prepare for it before it went into effect.
They are in effect and everyone breaks them. I guess we need to wait for first "cookie" fine for any panic/changes to happen.
The trouble is that the industry seems to focus more on what they can get away with then what they need to change. Even the GPDR consultants/privacy lawyers focus not on what is required by law, but on how to circumvent as much of it as possible.
All 'BeCAUse iT Is sUcH a drACOnian LaW' - Well guess why that is the case. We keep perverting it in the name of marketing. It's just a race to the bottom in the end.