The depends on how much easier "wayyyyyyyy" represents. If it is harder to do but protects there use of data to make money enough that the extra effort is worth it, then they'll make the extra effort.
> then they clearly believe that there's a lot more to be gained by not complying with GDPR
This. Though more precisely it is the other way around: they have something to lose by complying globally rather than something to gain by not.
Extracting every last cent out of every bit of data they could possibly hoover up is their business model. I expect they'd be better of telling EU users to go elsewhere than applying GDPR style protections to non-EU users (which they won't do: even if they can extract less from EU users less is presumably better than none especially when network effects are taken into consideration).
> I work at a firm where we care about GDPR
Same here. Our clients use our systems to store a lot of information about their own users and their customers. But unlike facebook that information is not their primary business and source of income.
