Yeah good point. The question is how can we effectively change incentives in such way the decision-makers in big corporations will feel they are taking a personal risk that can ruin their lives instead of a situation where the worst that can happen is a (compared to revenue) tiny symbolic fine made by the company and not by them?

For me the important thing is that the buck needs to stop somewhere human in certain cases. And in doubt that should be the CEO, potentially even multiple people at once.

If we want a free market where new players can enter and compete, big corporations needs to fear harsher punishment not lighter ones.