Update 11 September 2019 Tobias Lutzi has excellent additional analysis here. Update 19 September 2019 Esther Noske has interesting German case-law background here and CDC are I bit more excited about the pioneering aspect of the case than I am, here – that is probably because I am not a pur sang intellectual property lawyer.
The CJEU today has held in C‑172/18 AMS Neve, confirming Szpunar AG’s Opinion which I briefly reviewed earlier. Eleonora Rosati has excellent analysis here and I am happy to refer entirely. As I note in my handbook, ‘targeting’, ‘directed at’ and ‘business models’ are a variety of jurisdictional triggers across EU law. The lack of uniform terminology does not assist the unsuspected reader or practitioner.
(Handbook of) EU private international law, 2nd ed. 2016, Heading 22.214.171.124.5; Heading 126.96.36.199.4 (quoted by the AG in his Opinion).