Earlier quoted context omitted.
It's a pretty large punishment.
Is this some kind of joke I'm not getting? Prison and fines are punishments, having to pay damages is not. When you can't afford to pay your debts, bankruptcy is not a punishment, it's a process to clear out the debts so both debtor and creditors can move on. Punishment regulates the relation between a person and the state and is a part of criminal law, paying damages is part of civil law.
Their point is literally punishment. That is why punitive damages exist in civil law. It's what the word punitive means.