[lock-the-spock]

I'm sorry that you have such an emotional reaction about a company being threatened with a fine (not even penalised yet) for harmful behaviour which they could immediately choose to stop if they'd want to.

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Two scenarios: Company A violates consumer rights. Government does nothing, consumers continue to get ripped off.

Company B violates consumer rights. Government threatens fines. Company either fixes the problem (consumer hsrm reduced) or eats the fine (and the money can be used to pay for useful stuff). Either way, they can no longer gain by tipping off consumers and have every reason to stop if the fine may be repeated for a repeat offender.

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Calculating on global profits is standard practice and is done the same theme the US calculates fines (depending on what the fine is about - you might have different reference points for different harm). This is the only solution as otherwise companies will play the usual whack-a-mole where they create an "affiliate Europe" that is legally separate but pays 100% of its net profits as a licensing fee for the brand name to the parent company, thus making 0€ (more difficult to play this game with gross sales, but there are still plenty of ways to fudge those numbers).