Anyway, the EU's reasons seem to be entirely legitimate to me.
I don't want to be cynical but face it, the EU really only cares about things that generate money for themselves or big internal market players under the disguise of consumer safety and privacy. Obviously that also comes with some good effects but the perverse incentives are enormous from which we must not be blinded by ideology and warm feelings of our politicians being good and working for the people and the common good.