I think the tariff retaliation is pretty ineffective overall but calling out this racket that the EU is getting increasingly comfortable with is warranted. The EU keeps pretending that they fine US companies for not adhering to their increasingly absurd bureaucracy and that this is about protecting EU users but it's all a show to collect billions of dollars in revenue that they can use to their own end. It was clever to disguise this as user protection early on but even some euros are realizing that this doesn't work as the EU has backed off of GDPR protections.
The EU and its usual members see rich US companies and think, "I want a cut." That's all it is. Without major changes, the EU will never be a tech powerhouse, they're realizing this quickly and don't know how to fix it. This month, the EU has decided it will use the Qwant French search engine as its default search engine in the office but there's nothing stopping the workers from using Google otherwise and Qwant is not known for being good, so of course this does nothing but make the EU run even less efficiently.