It's simple. Big tech doesn't like regulation. By pretending the regulation won't let them release "all these cool things" they can turn public opinion against regulation.

See: Cookie Banners.

Nothing in the law requires a banner. It could even be handled in the browser by letting people choose what third-party cookies to accept (or none, hence the problem) and having that be negotiated during page load.

It's nice the law is being interpreted to require to be as easy to reject all local storage of other's data as it is to accept all local storage of other's data.