Law enforcement
The EU's GDPR allows for serious fines, 20million Euros or up to 4% of group annual global turnover, I believe. This is meant to be a deterrent. This appears to be a test of whether a major and incredibly rich company can actually be held to account in a meaningful way. That is, in a way which will actually get its senior management to pay attention and change their company's behaviour.
It will be interesting to see what happens next, as it will probably set a precedent for future GDPR litigation in the EU at least, and possibly in the UK, as we have equivalent legislation.