This stuff has teeth. If you get identified by the FCC, they send you a cease and desist order. If you ignore that, they follow it up with a fine, $10,000 being common in some radio services. Marriott had to pay $600,000.
Considering that their net income for the past quarter was 192 million[1], I doubt $600k will dissuade them much. 1. http://finance.yahoo.com/q/is?s=MAR
This isn't about running around beating people with sticks, no matter how fun that may sound to us. This is chess; they want to make a move, the Feds make a credible threat, Marriot stops making that move, mission accomplished. There's not much more that "punitive" damages could do that the future threat isn't already doing. (And I didn't say there's nothing more, but there isn't much more of true social value. "Glorious, wonder schadenfreude" is not really the sort of "social value" I want to see my government pursuing.)