Really? To be honest, although I'm a marketer, even as a consumer, I believe if I don't accept the parameters and terms of the application, I shouldn't use it.

Really? To be honest, although I'm a marketer, even as a consumer, I believe if I don't accept the parameters and terms of the application, I shouldn't use it. Obviously that philosophy is only really eligible for private sector organisations, but GDPR holds public ones to a higher bar in any case. IANAL, but I also think a lot of companies will be well argued on using "Legitimate interests" as a basis for processing instead for a lot of things. Then others will argue on "Consent should not be a precondition of signing up to a service unless necessary for that service." and use "processing is necessary for the performance of a contract" as the basis (especially if there's money involved). Obviously, the large companies will be able to handle this better and employ decent legal teams to argue for using those basis' - not because they're "good actors", just they've got the cash and knowledge to argue better. It's the smaller business owners (who as with VAT MOSS) are going to be screwed over the most.