Interesting story. After reading the story I still don't know the explanation of the damages that make up the number $4000. I'm just a developer but what kind o

Interesting story. After reading the story I still don't know the explanation of the damages that make up the number $4000. I'm just a developer but what kind of damages arising from their past infringing use of the image' are they talking about? Bluntly: Is the $4000 number just high enough for the order to be taken seriously and low enough to convince an organization to pay up?