Individuals and companies will be able to take spammers to court and win damages if they continue to receive spam after opting out. The rationale for this seems to be that spam overloads people's inboxes and companies' ISP networks. Depending on your point of view, spam may be annoying. At times, so are the leaflets I find in my mailbox every day. If companies' networks are being overloaded, dollars to donuts that it is not because someone is trying to sell another credit card or a new long-distance calling program.
Unwanted messages are at worst a minor inconvenience.
Last time I looked, seeking economic advantage wasn't against the law. If they are really annoyed, consumers can e-mail or telephone the sender and make their objections known. But getting the government involved, with the result being the restriction of free and open speech, is a mistake. And See Who Salutes. Okay, okay, the economic variety is the black sheep of the free speech family.