You can phrase it in whatever way you prefer, but GP's point remains - a fine measured as a percentage of global revenue has been demonstrated to modify huge corporations' behavior.

FWIW, I think the EU's recent legal behavior is only about 1/3 foreign-company envy. There's a lot of misguided do-gooderism and a large dash of control-freakery, too, not to mention intelligence and LEO wishlists.