> Alex Jones level of remorse has no bearing on the level of damage he caused
That's an excellent legal argument, is the kind of thing that could probably win before a judge... And has no bearing on what a jury finds. In general, the reasoning of a jury is private to the jury. They can award maximum damages because they think Jones is ugly (all you have to do is get fourteen people to agree that's a fair thing to do to the man; hypothetically, the averaging effect over so many folks is a back-stop. That back-stop backfires if the defendant is particularly loathsome; recall how long it took to seat a jury for Martin Shkreli).
This is why damages are, in so many places, not put before a jury.