There are perfectly viable ways to financially disincentivize companies (or individuals!) from bad acts like this without building a society where the default punishment for anything zeitgeist-bad is imprisonment?
Prison is a last resort when you _can't_ get people to follow laws using other means (ie, a serial rapist is not going to be deterred by financial penalties). But if a CEO or corporation is doing something clearly for profit, there is an obvious and easy way to prevent it without taking someone's life away. It's barbaric and unnecessary.