* (Awareness) Europeans who didn't realize that Qatar is a muslim country that doesn't allow LGBT advertising
* (Asymmetry) Europeans who knew about Qatar's values, but didn't think Qatar would enforce them with the same vigor as Europeans enforce their values
* (Naïveté) Europeans thinking that the reason they could impose their values on these types of international events in the past was something other than money
What is happening is that as the West declines in relative economic dominance, other societies become more important on the international stage, and their moral codes must be accommodated. Europeans are finding out that the shoe is now on the other foot in terms of who must accommodate whom, and they are shocked by the discomfort.
That said, "well break the rules and just pay the fine" attitudes make my blood boil. And I support ramping up the punishment for premeditated rule breaking.
That's separate from the fact that this rule is cynical and clearly to appease Qatari sensibilities