These sorts of fines carry an additional penalty people generally don't account for, which is that if they do it again, they should get hammered by the justice system. The justice system doesn't like you breaking laws; the justice system hates you flouting the justice system.
It isn't just that they have to pay a fine; it is that they are now quite vulnerable and they'd better shape up and fly right or they really will be hit with something they won't like.
With something as egregious as this, I don't think that's sufficient. Other companies could see this and also think they can do it once without serious consequences. There should be a harsher penalty for even doing this in the first place.
I think, to parent's point, that still gives companies a 'freebie' to try. If you don't get caught, you win. If you do, well, you can't try for free money again, no big deal.
It isn't just that they have to pay a fine; it is that they are now quite vulnerable and they'd better shape up and fly right or they really will be hit with something they won't like.
(Or so the theory goes.)