Well the article said that customers were charged ‘up to $300’. Let’s be conservative and say customers were charged $150 on average. $35 million/$150 = 233,333. So the question is, did they scam more than 233,333 people? I’d bet so.
The question is what percent of total scams were caught and fined, since for the people committing them, it’s a total fines / total profit across all scams calculation. Additionally, the fines come out of company money, and presumably, executives have a network to fall back on so losing their job isn’t likely an issue.