I agree with you; the fines are much too small. But the point is that they're too small for both Equifax and Facebook. Facebook's stock even went up because it was only a $5B fine!
The only way things will change is if the fines hurt more, but it needs to hurt the huge companies just as much as the small ones, otherwise it ends up just being another factor that helps keep the already-dominant companies at the top.
Do you really believe that Facebook's stock went up because they "only" got a $5B fine?
Facebook's stock went up because they had a pending fine, and the value of the fine was announced, reducing uncertainty. Put another way, would you buy a car that has an unknown repair bill for the same price as a car you know how much it's going to cost to fix?
The only way things will change is if the fines hurt more, but it needs to hurt the huge companies just as much as the small ones, otherwise it ends up just being another factor that helps keep the already-dominant companies at the top.