Too bad the penalty was not more severe. They probably sold $3 million worth of marketing gear (Hats, T-Shirts, etc) last year. These penalties should be painful, so they will think twice before doing it again.
As far as recalls, they are a fact of life in today's compressed design to manufacture schedules. The truth is, they can't test things thoroughly enough, and computer simulations can not account for subpar materials and poor workmanship. Too many variables at work there. But you can penalize them harshly for not reacting properly.