Re: 'Why does it do that? Because it is worth a lot of money to Google'
or at least eat a one-time fine
Which is why the GDPR allows for ongoing fines, as in "here's your fine for what you'e done so far, and you also get to pay extra on top for every day you carry on doing it". At up to 4% of global turnover, that is highly unlikely to be something that even Google could ignore.
It's going to take time, and needs EU bods to stand their ground, but I finally see a hint of light at the end of the tunnel.