You might have missed the second branch of that "or": > a company established outside the EU and is offering goods/services (paid or for free) or is monitoring

You might have missed the second branch of that "or": > a company established outside the EU and is offering goods/services (paid or for free) or is monitoring the behaviour of individuals in the EU. If you serve traffic to the EU (like any website on the open web as originally intended) you fall into that.