Idk about that particular company but the benefit of cheating may be much higher than the 1.8m fine they got.
I personally never specifically consent to anything, yet get a ton of marketing emails. To most companies that send me those emails 1.8m would be a slap on the wrist.
It is not just the fine - they are no longer permitted to conduct the processing activities - so no they don't continue to profit from it, one of the reasons the fine was reduced was specifically because they made changes to bring themselves into compliance during the investigation. This is stated in the Regulator's press release directly.
I personally never specifically consent to anything, yet get a ton of marketing emails. To most companies that send me those emails 1.8m would be a slap on the wrist.