Don't forget that administrative monetary penalties are an additional tool. I don't think they're the biggest deterrent.
We've given the commissioner five additional powers. First, there's informal mediation. Second, the commissioner may make his decisions public, something he could not previously do. Third, he may impose administrative monetary penalties, which, as you mentioned, range to a maximum of $25,000. However, I believe the two remaining powers are more consequential: they are compliance agreements and the authority to make orders.
I think people often view monetary penalties as something tangible because they can understand them. However, the authority to make orders will have a more powerful effect on companies such as Air Canada.
That being said, the commissioner asked us to impose penalties, and we did. The commissioner will now have the toolbox he needs to do his job, and his job is to protect our official languages.