I can begin, and my colleagues may wish to add.
From the outset, it's important to point out the approach that we take on these enforcement matters. It is first about consumer education and the education of those participating in the telemarketing industry, to incentivize the correct behaviour. Our focus isn't on pursuing every single small case, whether or not by using AMPs as penalties; rather, it's a broader approach, to educate and incentivize proper behaviour.
AMPs aren't meant to be a punishment. They're meant to be an incentive to comply with the law. That's the simple explanation for those. What we do is pursue those who grievously offend the rules and who do not comply.
I don't know if my colleagues want to add to that.