True. However, fining them will impact their profits, which impacts the valuation of the company and their competitiveness (due to needing to charge their customers higher prices as you mentioned, compared to their competitors), and both will hit the pockets of the shareholders. The only thing that needs to be kept in mind is that breaking the law should not increase profits more than the punishment would decrease it, so netto it should impact their profits.

And morally it is justified to compensate the victims.