Also, there is a thread of accusations that violators think they should only have to pay the original fee if they get caught. This is a straw man. I doubt anyone disputes that the consequences of getting caught for even inadvertent misuse should be significantly greater than the cost of initial compliance; the question is whether it should be “significant” or “astronomical”. A $400 penalty for a $10 photo would have warned and deterred any reasonable firm just as much as a $4000 penalty, though they probably wouldn’t have felt the need to write about it. One person takes a huge hit so others don’t do the same thing.