Not really, next time they just make a calculated risk decision, if the revenue from non-compliance is quite significant than the fine they have to pay later (if they have to, because I can imagine so many other cases which went unnoticed or didn't result in a fine) there is no reason for them to comply next time. It's not like they will be prohibited from doing a business after n number of compliance violations or fines

Except they did comply for all the cases where they were fined. They're not fined for one-off behaviors, but for how their services are structured. That's GPs point.