It's all bonkers
This cookies directive doesnt solve any problems.
So it's all about privacy, and not wanting your activities tracked online. The problem is that the reputable companies out the track anonymously for the purpose of improving their service,or earning some revenue for the service they provide for free. For example, el reg is provided to us for free, but it costs money to put this sort of service together. Someone has to pay for it.
Now, I doubt the less reputable companies out the are going to change their tactics, so a total fail there.
Secondly, what is it we are worried about? Walk into any shop in the land, and your shopping habits are logged, through epos. It's anonymous, but the shop owner knows how many people bought product x. Also, if the shop keeper wants to keep a tally of the number of customers who look at promotion y, he doesn't ask permission. I high steers up and down the countr footfall is monitored, and have you ever been asked permission?
Just because this is online ,doesn't mean there should be different rules to the real world.
This has just made life harder for small businesses, and done nothing to restrict those who do take advantage of the system.