The penalty would be greater if they continued violating. First time penalties should probably work that way. However, there needs to be a 3 strike rule or something similar, where penalties of any type by the same entity grow exponentially and ultimately you get banned from operating. Status quo is a series of slaps on the wrists for differing infractions. It just trains them to hide their wrongdoing better.
Maybe every state should sue, so it would be $70B. Of course that still doesn't make a dent when Meta's market cap is $1.174 T. It's a rounding error.