For cases like this I think consistent enforcement is the most important thing. In the short term it may sound great that a lot of companies are erring on the

For cases like this I think consistent enforcement is the most important thing. In the short term it may sound great that a lot of companies are erring on the side of caution and not using the data, when perhaps they could. But if there's no enforcement this gives a huge competitive advantage to companies who just don't care at all. They might crowd out the former set. If such companies were not erring on the side of caution, and using some data in a natural way like they used to rather than avoiding it like the plague, they may provide competitive pressure against this dishonest set. It is a lot like paying taxes. If I am an honest small business owner who pays my taxes but my competitors in the field are known for underhanded cash schemes that dodge tax, I'm not going to last long. I need the law to go after them or I'm done unless I start playing the same game. After dabbling in a small business compliance can be a real killer and it's my honest opinion a lot of people just play it dumb except where they know it matters, and hope for the best.