What other option do they have? It’s either comply with unjust rulings that undermine the free internet (and their business) or make a deal with the devil. Either one is bad but only complying has an immediate negative impact.

If there was any sense that this ruling was just a temporary mistake that will be corrected by pending regulation/legislation, then a third option would be on the table: temporarily comply and wait it out. But all indications are that the EU is hell-bent on making things worse, not better, for the open internet.