"those who requested a card were not spammed"
Spam is an unsolicited mass mailing. It doesn't matter whether you want what is being sold or not, if you didn't sign up to receive the information it was spam. Some people are just dumb enough to respond to spam.
Regarding the size of the fine: it was most likely based on the profits made from the spamming, plus a bit extra.
Biting the hand that feeds IT
