There is many people that will change their business model once it's unlawful. Not everybody is willing to break the law.
But, there is people that does not care for their customers nor the law. From safety food violations to illegal pollution of air or rivers. That's why we need more strict law enforcement for companies.
Right now, most places are dragging their feet, because there is at least plausible uncertainty. They're waiting for enforcement actions to see what the limits really are, and then they'll likely comply (or cut off access to EU ips, which doesn't strictly comply, but is more effective than asking people if they are EU persons and then denying service)
