It's a step in the right direction, but sometimes fines only aren't enough of a deterent.
True enough, but that's true of every crime. You could also say that jail time is a step in the right direction, but sometimes not enough of a deterrent. At least, heavy fines recognize the seriousness of the crime, and when these begin getting publicized it will have an effect. IMHO, jail time wouldn't be too much for repeat offenders.