Finding the right fine for actions like this is hard. On one hand, we (as a society) want it to hurt, to cause the company real pain. On the other hand, we don't want to actually destroy the company. This leads to a "cost of doing business" problem, where evil practices become a preferred path for management, if evil is sufficiently profitable. The underlying problem is that corporations are NOT people, whatever the…
The size of the forest fire matters. Facebook is probably the first company in history that can cause planet wide forest fires at scale and speed never possible before. That said I think they finally get that, after a long period of total denial. Not because of the fines and regulatory action which have come too late, but just from all the unintended unignorable consequences that have pilled up.
I quit using Facebook because I realized it's actively unhealthy for me, and I've been "healing" since. They don't want the dribble of middle class tech nerds leaving the platform to become a flood.