I also strongly suspect that in cases like FB or Google, the judges will happily go for the 4% mark if possible.
Yes, this is a good thing, in opinion. There was a case where a Finnish man was fine 54,000 Euro for speeding, where the fine is calculated based on income[1]. I think this seems like a reasonable way of metering our penalties.
It seems reasonable to me companies should be treated in a similar manner.
1. http://www.bbc.com/news/blogs-news-from-elsewhere-31709454
I'm sure the EU will find some way to spend 2 billion € for something useful. (13% of their net income btw)
If facebook discover a backup from 2012 on a tape that hasn't had items deleted, and adapt their processes so it doesn't happen again, they won't be hit with a $1b fine. If they deliberately refuse to delete people's data as a policy, they will be.
I'm sure Facebook would do anything it could to work around these regulations and lobby as much as possible to have them overturned but I doubt they're reckless enough to simply ignore them and hope for the best.
No human ever directly accessed data so they don’t “know” it exists.
Ad targeter or whatever needs the data keeps working.
This seems like a trivial programming problem. I’m confused by the confusion.
And again, all that for what? Keep profiles on the small minority of users who bother to scrub their profiles, even though these same users are probably not very good targets for ads in the first place? I don't think it would be very rational for Facebook to try something like that unless they're trying to be evil for the sake of being evil.