I'm not sure I follow the logic of looking at the net worth of a conglomerate when assessing a fine. If someone parks the corporate car in a no-parking zone, or spits out chewing gum on the sidewalk, you're not going to fine them x% of net worth. At least in terms of consequences for the corporation, you'd they would be (punitively) proportional to the economic impact of the criminal activity.

What was the impact of this conduct? It's not mentioned in the story. If they paid a $10 million fine on criminal activity that gleaned them a $1 billion advantage, then yeah this is a slap on the wrist. If it's a $10 million fine on something that gave them a $10 advantage, it's arguably overly punitive.