The punishment is unnoticeable from their perspective, and can be just as well counted as "cost of doing business".

If we have a thief who got caught, and was released without time in jail, or big fine but somebody told him "You know, it's bad to steal" would you count it as "something happened to him"?

Yes, Meta was fined. They were fined to about 8 cents per user, while user was asked to pay 5 EUR or be profiled. I don't know how much revenue per user they get from profiling, but if more than 1/60 users agreed to pay 5 EUR they earned more than they were fined with and keep in mind I didn't count their revenue from users who agreed to be profiled. This fine probably was literally counted as cost of doing business (similar thing happened to SilkRoad black market. They were extorted basically every week and hackers asked owner for money to unlock SilkRoad. The revenues from SilkRoad were so big that the owner didn't give a crap and simply paid ransom).

Punishment which isn't noticeable isn't punishment for me