At the end of the day, Google probably doesn't differentiate the two very much as they're both costs of doing business. I would expect Google to work in its interest to reduce these impositions (taxes, laws+fines, etc) where they can, but we shouldn't pretend the punitive value of fines is more than a cost calculation to them. We also shouldn't pretend that the EU justification for fines is purely about citizen prote…
The fine exists to remove the profit gained from the illegal behavior, otherwise performing the illegal actions would have a positive expected value. The company is also required to provide a list of remedies to ensure that the behavior is not repeated.
As for "non-punitive" approaches, the encouragement of alternatives would have to be non-financial since state aid is barred under EU rules [0]. I suppose they could recommend alternatives, but if it were really that simple to avoid a consolidation of power in the tech industry we wouldn't have such monopoly/duopoly issues.
[0] https://en.wikipedia.org/wiki/State_aid_(European_Union)