No one was forced to buy the plan nor was the free Facebook going to go away. You just would have had the option to pay to not have targeted ads. And that was vetoed by the EU, the very thing many here claim they'd like to do.

I misunderstood your comment.

That case was about forcing users to choose between personalized ads or a paid subscription. I can understand why the EU would reject that.

A case like that is outside of the scope of my argument. My proposal is a site that offers subscriptions with no free ad supported option at all, which the EU wouldn't have an issue with.