They don't care
“Small innovative online companies matter to me" bla bla bla says EU clone.
Well he would say that wouldn't he? "I don't give a s**t - I get paid my fat salary and perks to spew out regulations so that's what I'll do" wouldn't get good press.
But he's happy, the enforcers are happy and the big players are all happy to have the little guy excluded from the market - or maybe have then forced to use an Amazon/Google/Paypal product to take care of all the regulatory stuff for them at a price.
I don't think that Atlas Shrugged was meant to be a road-map for the EU - it just seems like that.
Article 50 anyone??