Earlier quoted context omitted.
It's a matter of proportionality. A punishment that is the economic equivalent of the destruction of a small city is proportional to something on the order of mass murder, not the prominence of certain information on a company's web page.
If a company creates damages exceeding billions of dollars, it's quite obvious that they should receive penalty worth billions of dollars. That's basic proportionality.
That is entirely tautological. It omits the reasoning under which that spectacular amount of irreparable damages have actually occurred to consumers.
"They have a lot of money and we would like to have that" is not a valid method of calculating damages.