Think of it as a starting point. I'm all for applying network algorithms to fines like this: if you don't back off we'll double the fine. Every time it is levied.

https://en.wikipedia.org/wiki/Exponential_backoff

And if the company can't pay then the execs are on the hook, everybody with a C-level title or a board seat. I would happily wager this would get even the largest entities into compliance within days, weeks at most.