They are not equal...
It is only once we have a dialogue of equals that we will be able to get the respect the EU deserves
...that's a really damning statement. One party is a legally recognized collective of national governments, the other is a loose association of large private companies.
The EU should not be treating these entities as equals. They should be treating them as "do as your damn well told or we fine you into oblivion."
However one feels about the EU in general it's absurd we have reached a place where it sees itself as the junior position in a negotiation with a private enterprise. That's just not how laws ought to work.