If you're unable to set a consistent cookie across your user's many sessions (especially for a high retention business like e-commerce), or your javascript conversion events (Google Tag Manager for example) are being blocked, your user's historical behavior will be extremely difficult to stitch together over time.
Yes, that is in fact the point.
Look, I know there are strong financial incentives to build individual user profiles and doing it this way may not violate the letter of the law, but it sure as hell violates the spirit. If we ask a user if they're willing to be tracked and they do everything in their power to tell us no then I'm not sure how comfortable we should be doing it anyway.