"Who gets a kickback on this toothbrush" is a much MUCH less important question than "do you pollute the air we are all breathing".
It's not about the severity of the impact, its the fact that they were breaking the rules and explicitly coding to actively avoid being caught by testers.
Of course I agree that health is more important than affiliate commissions. So the comparison only goes so far.
I think the very interesting wrinkle here is that, for the most part, their victims are corporations - meaning, sadly, that it's much more likely they will be prosecuted, either in civil or criminal court.