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> majority of big tech companies have been treating user data like radioactive waste for 10+ years.

They're collecting more than ever.

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PIIs and payment details are radioactive if explicitly collected as such, or just "anonymized" query parameters if not.
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> suddenly there are millions of euros of fines headed your way

I'm not sure about that. As I see it, there is no business case for treating PII carefully: security costs money while leaking PII costs nothing and has no repercussions.

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you must be living under a rock, mutable user data like usage habits is being collected at increasing levels
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I think GP is about PII rather than "mutable user data".
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But then why do they want to sniff after everyone?

Storing all that information is cheap nowadays. Any state agency may be happy to get more information about The People.

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