This should set an Example
"All right, you've got your identity stolen, lost your house and car, here is $5 for your troubles." Seriously? This is definitely taking the piss.
But the even bigger problem is that if they get away with it, every information pusher out there will know they don't really need to worry about losing information.
On the other hand, if the Equifax execs go to prison, I'm pretty confident everybody else will suddenly behave...