If I file once, am I done forever?

Unfortunately, no. While the opt-out of sale request should last indefinitely, California's privacy law still allows companies to collect information without asking for permission first in most cases. That means data brokers are likely to continue to collect information for profiles of you—but they will will have less data and be limited in how they use it after an opt-out request. New data brokers may also register with the state after you file your request. And DROP won't stop companies who aren't registered data brokers, like Google, from collecting and sharing your personal information.

here's hoping that it's a "foot in the door" sort of starting point that will be expanded to this data not being collected en masse in the first place 🤞