As it pertains to this complaint though, those are all seem less relevant than the issue of well... plain non-compliance? I mean, if they didn't even have a DP

As it pertains to this complaint though, those are all seem less relevant than the issue of well... plain non-compliance? I mean, if they didn't even have a DPO... Still, let's not overstate this "recordbreaking" fine. It's not large, at all. It's only of a fraction of profits (not revenue) in France alone. Even if google fully expected to take this hit, it might not have bothered to change its behavior. The fine, by itself, has no impact on google's business. The greater risk, really, is that they've got a record now: if they get caught again, they'll be more likely to suffer more punitive measures that really are relevant to its core business. Also, they come across as slightly incompetent, really: I'm kind of surprised such a huge organization didn't bother to prepare very well. I mean, for some the law might have come as a surprise, but it's not been unannounced, and it sure looks like google - amongst others might even count as the law's raison d'etre. How exactly did they miss that?