The fine is irrelevant in my view. $10M to Google is pocket change. What is important is that so many of our "free" Internet service and content providers continue to employ the means to get our private data so that it can be monetized. Understand, they have a perfect right to generate revenue with their services. But why not invite their users to participate? Why not full disclosure with an opt out provision?
Google 'negotiating FTC fine' after bypassing Safari privacy settings | ZDNet