It's acting in good faith insofar as it does care about establishing transparent markets (and also protecting citizen privacy). It's fortunate (at least for itself) that these ambitions are entirely consistent with political expediency - which means they can pursue them without reserve.

If an EU company did similar it might not be hit so hard (which would be hypocritical). But that doesn't make this action (a fine for obviously anticompetitive action) in bad faith, so much as it would make the other (lack of fine) so.