Congress wrote the rules on this behemoth of legislation, not the President.
Second, Shake Shack actually gave back their $10 million. Whether that was due to Trump or just bad press, I haven't looked to see, but it can't hurt.
Finally, if there is one thing that Trump is good at, it is using the podium as a bully pullpit. So yeah, I want him calling out companies to give money back. Even if he's only 1/2 successful, it's a lot better than not doing at all.
Am I frustrated like you? Sure, but legislation like this is always messy. Always.