There is penalties but as noted in the article: Following the complaint, the defendants, who are believed to reside in Vietnam, were summoned via their Gmail accounts and SMS. However, the pair remained quiet and didn’t respond in court.

This is pretty common problem many companies face. Overseas abusers of the legal process. We have this problem at work because if we don’t respond to and they are not overseas, it would be massive liability.

The consequences are being sued. Turns out though that this is ineffective, as you need incentive, resources, and time to take that action. If Google had asked for damages, maybe it would have kicked off an Ambulance Chasing industry, but for now we have no idea of how profitable it would be.