Refund just the COMPLAINANTS?

Phonepay plus have always struck me as caring much more about the industry than the consumer.

In this case, it appears they are only requiring reimbursement to those who actually complained. Why on earth are they not requiring the company to refund everyone who was charged for their service - automatically. Scamming large numbers of people for relatively small amounts works because people are too busy to bother complaining about small sums lost. And yet Phonepay Plus compound this effect by only requiring refunds to those who a) realise that they have lost money to the scam, b) realise that complaining might get them their money back, c) value their time at a low enough rate to bother to chase the possibility of getting a few pounds back, d) work out how to complain, e) follow through and actually complete the documentation required.

Even then, as others note, the penalty needs to be a mutiple of the money scammed: £10k seems about as severe as slapping someone with a wet lettuce-leaf.