I feel like it's also the case for many companies that they'd like to implement GDPR-like tools for users, but as long no one is paying them to do so it's a was

I feel like it's also the case for many companies that they'd like to implement GDPR-like tools for users, but as long no one is paying them to do so it's a waste of time. GDPR is a nice excuse to build that functionality and roll it out to all your users.