Are 'punitive damages' medieval? If Oculus takes anti-consumer measures, then reverses course and consumers jump back on board as if nothing ever happened, why

Are 'punitive damages' medieval? If Oculus takes anti-consumer measures, then reverses course and consumers jump back on board as if nothing ever happened, why wouldn't they re-enact those measures once they have the leverage to do so? If HTC does capture the lion's share of the market, and they see there were no long-term consequences to enacting those anti-consumer measures, why wouldn't HTC do the same? These companies aren't your friend. As is always stated, they exist to make money, whether that's in the best interest of the consumer or not. That's capitalism, that's fine. Certainly in this space, I don't think anyone is realistically arguing that there is some better method (would the R&D emerge to create and market VR in a communist society? Seems unlikely to me). That doesn't justify not taking punitive action against anti-consumer businesses/actions (Facebook, e.g.); for the system to work, consumers need to be avidly pro-consumer.