If a company isn't fined somehow, why would they stop? If a malicious / negligent action results in profit, you really think most companies will clean up their act?
The problem with most punitive damages is that the amount to hurt a company is often far more than a person should be given. I think there does need to be some reform, with the companies hit harder, but perhaps with the majority of the money going to an appropriate charity.
Heck, in this case, I would argue that the damages weren't enough. Two days of coffee revenue, BFD. That's not much more than 1/2%? The margins are probably greater than that.