It's like we have a drive for technology to use us rather than us using technology. These things infiltrate our lives and them we accept them as a given.
Unfortunately in the wild west frontier of bleeding edge tech, rules won't work and never have, because it acts more like a virus or infection. There may be many people who choose to "opt out", but if the majority of tech, businesses and individuals adopt/use it (even in the background), it's already spreading.
This doesn't even include particular powerful actors (like Musk) who can capture, dominate and control segments of the market and people. Or
Madison Square Garden using facial recognition to exclude people who work for law firms that have cases against them. This is just the tip of some possible horrible iceberg of privacy, discrimination, and control (against freedom to move, to patronize).
We do need laws here but I bet the businesses and special interests will win, and we the citizens will lose (usually the case in the US).