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It's not just a monetary fine. There are various other requirements put on them, for example they are on the hook for additional record-keeping and compliance monitoring for 10 years, which probably means they need to be incredibly conservative about sending emails for at least that long.

Or they just won't do any of that, assuming that it will take years for the government to give them another manageable fine.

CANSPAM has a limit to the size of the time

> Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $50,120, so non-compliance can be costly.

They only sent about 10 emails then? Sounds dubious.

$650K is like salary of a medium manager there. This should have beem $65M or so.