I don't know specifically what these companies are complaining about (source?) but if it's about protecting people's data, I think the EU is doing the right thing. It would be important to know specifically what we're talking about.
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The right way to protect one's data is to not share it in the first place.
Once it's out it's everyone's, not just yours. That's the non-rivalrous nature of information and you can't change it any more than you can change the speed of light.
Any laws that force you to share your data, like KYC/AML, are antithetic to data protection.
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