[0] https://www.bleepingcomputer.com/news/security/first-gdpr-sa...
The Flirty chat app is fined for leaking 808,000 emails to the tune of 20,000 EUR.
[1] https://news.ycombinator.com/item?id=18531588
The Cuddly chat app is fined for using plaintext password storage to the tune of 20,000 EUR. (No hack known as of yet?)
[2] http://fortune.com/2018/11/27/uber-eu-data-hack-fines/
As foreword, this occurred under older privacy laws and not quite GDPR. Many sources agree that GDPR would increase fine sizes in a repeat event.
Due to a data breach at Uber exposing 57 million people's records, they were fined 600,000 EUR by the Netherlands and 385,000 GBP by the UK.
[3] See nkkollaw's comment below/above.
1: https://en.wikipedia.org/wiki/General_Data_Protection_Regula...
Uber is somewhere around $10b gross revenue, so $400m fine for every breach. Sure it's "just a cost of doing business". It also means that it's better to spend $200m beefing up their security to reduce from 1 data breach every year to one every 5 years.
Marriot revenue is $23b, so that's a potential $920m fine.
IHG (say), who invest in security and don't have a breach, get to charge less for their hotels, or make more profit.
Much more than "just a cost of doing business" for the majority of companies.
If I kill somebody, that person isn't there anymore, you don't think deterring other from killing other people isn't reasonable?