That's how it works and it works well: let's be fair, the law is not always 100% clear. Some companies try to find the line, have the budget for it, and find it when they get slapped. The goal is not to kill the infringing company, it is to force them to adapt their business models.

In France, as we see here in the difference in fines between Amazon and Google, the fines are not a flat rate: repeated offenses lead to harsher sentences.