Earlier quoted context omitted.
Google's revenue is all about data collection. If they can't collect lots of data, the whole business model is a lot more questionable. In the face of that, 2.4bn once is a trivial fine; consider that that's something like what... 3% of their revenue in one year? Of course they'll try to avoid that in the future, but the fine is mild enough that it's not going to cause firms to err on the side of caution. They're goi…
Did you even read my post? It wasn't €2.4bn once, it was that PLUS €10m PER DAY of persistent non compliance. That would have come to €3.6bn per year. The lump sum was just for backdated non compliance.
I'm not saying it's nothing: it's that it's a risk worth taking given the gains. If you're building a trillion dollar company (i.e. google), then eliminating competition or accepting some judicial friction as a way to establish dominance in your (data-mining) field is perhaps acceptable or even wise.
In that, these fines simply aren't punitive enough, especially since they come so late. And again - it's not black and white. The existence of such rules will alter behavior; it's just a question of whether the reaction will be legal mitigation tactics, a company-wide change in approach, or something in between.
Put it this way: if you can corner a market worth trillions, risking how much loss is acceptable to reduce or eliminate competition? I'd venture that these fines are at least one order of magnitude too small to be really frightening (which isn't to say that the behavior google was convicted for deserves that amount, simply that anything less than that means that law can't really be enforced)