Sure but this FTC action has opened the door for class action and criminal investigation. So does the FTC penalty actually need to be steeper? It’s an honest question, how should that value be set?
We could start at whatever they charged their customers for the data. Not whatever the profit may have been, the sum of the invoices.
As with class action suites, big companies have armies of lawyers to fight such cases for ages and ultimately the victims tend to settle for less because they can’t afford to fight forever.
Armies of lawyers aren't free and even if the victims don't get paid the lawyers do. It still costs the company money, a lot more than this settlement.
As regards to the accurate number I don't have any, but it should definitely not be this low.