Yes. So advertising gets more expensive when targeting EU users. The users don't care, so there wouldn't be much public backlash. And the advertisers will either cut back / relocate their ad spendings or raise their marketing budget.

That price will be paid by the customer

The customer of the end product? I don't think that marketing budgets work this way.

But they do? If businesses suddenly have to spend more money on advertising, where does it come from?