@feliks the disadvantage Lidl has in this case is not related to EU regulations, but to the fact that it is entering an oligopolized market with strong economies of scale.
GDPR gives Lidl an *advantage* here. And that was my point, which was in direct response to your claim that EU regulations put companies at a disadvantage.
Point being: these same regulations put other companies at an advantage or at least level the playing field a bit.