"The ICO needs to get real about the size of it's fines and should pursue criminal trials against the directors of the companies too."
The ICO has to operate within the limits that the law allows. One aspect of fines is how cooperative the company is - a company that admits the offence will be fined less for example. In the case of this company it sounds as if there might be scope for increasing the fine. With any luck they'll take their appeal to court.