These guys (at Ensign Peak) kept doing it for ~20 years, and when they were worried about discovery by third parties their response was not to clean up their act but to iterate upon it.

I don't understand why you are equating a single enforcement action with a single offense. We don't just suspect they did it more often, we know. And they knew that it was wrong. Settling for future compliance as sufficient just incentivizes others to lie in the future.