Irish DPC is a joke and hopefully this fine will stop Dublin being used as a pirate's safe haven for Multinationals who don't respect the privacy of their Customers.
The fine is only set so high because the Data Protection Agencies of other EU. Countries applied pressure when Ireland's DPC initially proposed a derisory fine.
Ireland has set out it's stall to Multinationals and makes it clear to them... do what you please, disrespect E.U. laws, engage in arbitrage of any financial or legal laws and we will look the other way so long as you pay a little bit of corporation tax and keep buying overpriced office space in Dublin.