If the "slap" is too temporary then it backfires as a deterrent because such a slap would teach future companies that you might as well game the system and then

If the "slap" is too temporary then it backfires as a deterrent because such a slap would teach future companies that you might as well game the system and then accept your small, temporary punishment if you do happen to get caught, which you might not in the first place if you are more clever about doing it than the rapgenius guys were. There's really no point to Google making public spectacle of a penalty that might end up so temporary as to be toothless. In any case, I find it hard to shed a tear for these guys, they either knew full well that they were flagrantly disobeying the Google rules or they are incredibly stupid. And unlike some others I'm not so surprised that their previously high ranking might have been gamed because they are one of a set of companies I know of that has huge mindshare with the HN/startup crowd, but virtually none with people I know who aren't part of that first group.