The fine is for licensed lenders in WI for violations. In actuality, the WDFI has not authority over an illegal lender other than a C&D request or to use the courts to get them to stop and receive any damages. The department has demonstrated that they will not go after illegal lenders to date and do not have the manpower to do much more than to request that they stop lending in WI.
The new laws in WI and other states over the past 3 years are a direct result of internet lenders and inturn have hurt the consumers that need money in this country. This is demonstrated be this very forum. If you look at the subject of the threads, you will see that almost every one has to do with an illegal lender and not a licensed storefront.