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You've shown that Techcrunch requires paying, you've not shown it requires PII. The service has to actually need PII, and not be able to reasonably offer it without.

Do I need your insurance renewal dates before I can serve you a pint of beer? No. But if I had them I might be able to give you slightly cheaper beer (and feed back to the insurance company that you drink beer; a fact they might use to increase your insurance). So, under GDPR can I refuse to serve beer to people who won't give up PII, no, I have to come up with another way to ensure payment, like asking for money, or advertising to you without PII, or ...