It seems that this decision was made without thinking about actual development and implementation. People who silently believe that this is only a matter of EU let me tell u something. A lot of EU copyright laws were adopted in the US so if they find a way to monetise it, or if EU will find a way to accurately control it you'll see how it becomes a problem not only for EU but the rest of the world too. Now every customer orientated business who helps people to create something online and works in EU market will have to implement filters to their software/website/platform u name it which will cost money; otherwise, you might lose a lot of traffic. I think this is a matter of every country in the world who does any business or has any traffic from EU countries. Maybe they won't push this through in a first place. It would be a very unpopular decision before the election. Also, initiatives of brands mentioned in this article are crucial, and I am proud to be a customer, it is an excellent example for everyone.