It'll get factored as a cost of business. If the cost of business exceeds the benefit, then they'll close down their EU operations. Otherwise, it sucks they're not making as much money as they want/should, but they're making enough to continue for now. The fine is both large enough and small enough that it probably won't act as much of a deterrent but rather an incentive to more closely study EU rules to see what more they can/can't get away with, and whether they can use any of their knowledge against potential competitors to stomp them out.