Everyone needs to realize that the whole "fine" was just an inside deal. Who do you think provides credit monitoring services? That's right, credit bureaus. That's why the they're pushing everyone to take the "free credit monitoring", so they recover the loss from the fine. If they were to pay all 140 million people $125, the sum would be $17b or so, which is an appropriate fine.
You're right, $17B (or more, or dissolving the company) would start to actually spark off some real change in attitudes towards infosec among executives, instead of just continuing the status quo with this non-enforcement action. The strangest part of this ordeal was when that guy from the FTC was encouraging consumers to take the monitoring on Equifax's request. They're not even pretending to be regulated anymore, t…
Since the settlement amount was fixed, I don't see any reason the the ftc to encourage not taking it for the wrong reasons.