I don't know... I wouldn't make the assumption the fine is small amount compared to what they made selling the data.
Data isn't worth much as a commodity like that.. Data is worth the most to the companies that are gathering it on their own consumers. Trying to sell that to other companies quite often involving several middle men doesn't really bring a lot of revenue compared to how much revenue they make from that customer. The reason why so many pursue it is just because it's still a bit of extra revenue with very little monetary cost associated with it (usually they're already gathering it and to sell it doesn't really incur additional cost).
I've worked for one of the largest brands in the world's in Business Intelligence and dealt with it a bit. We NEVER would have sold customer data because the revenue off of it would be less than a rounding error... And the reputation and litigation risk is enormous. However we were consumers... We bought data from visa, we worked with a bunch of different consulting companies that bought data... Companies we integrated with shared data with us (we never shared with them), etc. The best data we ever got was from our own systems and our own customers.
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