Oh, we "customers" or "products" always pay
Companies never actually pay these little skims on their cost of doing business, costs are all pass-through, historically.
To me the issue is - when we have multinational companies passing through costs to *all* customers, how do we properly regulate them - why should the EU get all the money in this case? Or the US, or some other country in other cases? It seems no government cuts taxes or anything like that in any case, so where does the money go? Certainly not even back to its own citizens, much less the affected world.
Every government wants to regulate this internet thing, there's money and power in it. That's obvious, and there might even be some good reasons here and there. But really - how would everyone like it if some rinky-dink little country increased costs for the rest of us, unilaterally - effectively stealing from the rest?
I'd suggest the UN if it weren't such a joke....
Can we at least see the basic problem here? I'm on no side but "ours" - I don't care about either Google or the EU - I care about what comes out of all of our pockets and where it goes, and here it seems as much an argument among thieves as much as anything else...one of them gets the money, we all pay.
Like when the US fines a bank for money laundering or other malfeasance. Do the customers benefit, or do the fees just go up? Especially do bonuses go down (I can name examples...)? And even the big fines are often only a small tax on the ill-made profits - just a little cumshaw given to the government to allow it to go on. Too big to...whatever.