As this picks up more media attention, the total number of customers that this will deter will greatly offset the $3,500 fine the company may end up receiving. Karma will prevail.
Sadly the valuable link juice and unintentional promotion from any media outlets that pick it up from this could actually do them better in the long term. Whilst people will soon forgot their appalling behaviour, the search engines don't. At least that's what I have observed in the past, things may have changed since then.
Probably just an amount they thought was high enough to scare most people yet low enough that if they tried this stunt an amount people they thought might actually possibly pay just to make the harassment go away quickly.