You need to view this in the context of all the things facebook is doing. They might get fined $550m for this one thing, but how many projects is Facebook engaged in that skirt regulations or outright breach them? Dozens of projects? Hundreds? So you can't compare the $550m against only the facial recognition, you've got to compare it against the entire suite of questionable things they're doing. THe point is that the corporate strategy is to skirt these lines and the success of that strategy is the cumulative success of all the projects along with the handful of fines they hit. So you've got to have disproportionate fines because you know enforcement is patchy.