There was an update to a word game on my phone, so they made me choose between accepting everything or clicking through 81 vendors (and there was no 'reject all' button). I went with the latter, and every single vendor's 'consent' was automatically off and 'legitimate interest' on. That made me think: "what's included in the legitimate interest bit?". There was a question mark circle next to it, so I clicked:

How does legitimate interest work?

Some vendors are not asking for your consent, but are using your personal data on the basis of their legitimate interest.

Maybe I got it wrong, but to me it felt like "yeah, we will just simply do some things regardless and slap a 'legitimate interest' sticker on it, even though it falls under the same 'we want to sell your data' category."