Right, and this fine is somewhat like fining an individual $0.10 for jaywalking. They'll probably decide it was worth the risk and keep doing the illegal thing,

Right, and this fine is somewhat like fining an individual $0.10 for jaywalking. They'll probably decide it was worth the risk and keep doing the illegal thing, like Apple in this case or HSBC with lax anti-money-laundering compliance. The point is that these things won't be deterred until the people responsible are at risk of going to prison, or doing something else they're not going to gladly write-off as a cost of business.