This. Whether jail or some other sanction, hold decision makers personally accountable. Fines have their place, but - at least for a firm of FB's size - they

This. Whether jail or some other sanction, hold decision makers personally accountable. Fines have their place, but - at least for a firm of FB's size - they just get priced into accounts. The FB/Zuckerberg combination is almost unique in terms of (1) market cap, (2) the controlling ownership he holds, and (3) behaviour of the firm. Facebook is reputedly pedalling furiously behind the scenes to prevent Zuckerberg himself being charged. Whilst saying almost nothing about the fines. That says everything about where they see the real danger.