Is the problem that Google's existing customer base doesn't want the restrictions of GDPR, so Google is tying itself into knots trying to achieve the impossible

Is the problem that Google's existing customer base doesn't want the restrictions of GDPR, so Google is tying itself into knots trying to achieve the impossible? Or is it simply that the concept of "an American company processing data on visitors to a European website" is completely illegal now, and the courts haven't gotten around to spelling it out that bluntly yet?