This opt-in requirement is critical, and the precise thing tech orgs successfully lobbied to remove from the CCPA:
"As a first step, governments must enact laws to ensure companies including Google and Facebook are prevented from making access to their service conditional on individuals “consenting” to the collection, processing or sharing of their personal data for marketing or advertising."
@kyle in America lobbying, in Europe that means bribery, corruption.
@kyle Soooooo true! GDPR was kind of trying that but it's a "bit" watered down... or enforcement is lacking...