I think Google is not fighting for its reputation, but if they pay now they will open the door to more fines from over countries.
This chain of events happened during the pirate bay trial, in which Swedish courts did not approve of suspending sentences while waiting for an European court decision. The suspects still sent in their request, but any decision the European could had made would be after the fact.
It's not as simple as that. From what I have understood, there is a precise hierarchy of courts and the Conseil d'État is at the top of the administrative courts hierarchy. The only way to appeal their decision is to go one step higher which would be the European Court of Human Rights, and I don't see how Google could find a valid reason to get there with this issue.
that's more like it, if they cave now, there is a huge list of states that dream about taxing Google very hard. Google wont pay.
But France also asks Google for 1 billion € of unpaid taxes over the last years, and this time I guess they will really try to avoid paying (hopefully they won't be able to, but we'll see).
https://www.google.com/search?q=google+france+milliard+impot...
The anglosphere uses short scale billions.
https://en.wikipedia.org/wiki/Long_and_short_scales#Current_...
I'd guess USA billion, as it's about taxes and taxes can't be bigger than what Google is worth...
The thing to know is that, since it is very difficult to quantify how much damage (in €) would be implied by the displayed apology, the CE would certainly not have maintained this punishment if they weren't almost sure that the "juge de fond" will take the same decision (otherwise France would have to reimburse an uncomputable amount).
¹ no idea how to translate "juge de fond" in English, but the idea is that this time it was a fast-track procedure in which Google asked to waive the sanction while waiting for the "deep" procedure to take place. This is what have been rejected by the CE.