They make 4 billion profit and this year they see there billion dollars go down a bit. They won't get more jobs from that money.
Yes, it's nice, but it's only 0.6% of the EU's total spendings, so even if it helps, it in no way solves any big EU problems to pay things.
There are rules. If you can't fine someone who doesn't play by the rules, what can you do? Even if AMD killed itself, that's no reason why Intel can just ignore the rules. They didn't follow the rules that aren't only European rules, but are also in other countries in effect.
AMD had superior products, yet until very late no one touched them. You can call it bad marketing, but if you consider that Intel is a very dominant player on the CPU market, he is not allowed to give discounts for exclusivity. It's one of the rules they have to follow. The EU has proof that Intel made these deals, where they would virtually move AMD from the market, the best marketing strat won't win if your best offer is an unknown name (Intel Pentium meant PC in that time) and better price/quality, while Intel sells his products at a loss to keep you out of the market with exclusive deals.
AMD can now start a case in the EU against Intel and ask for compensation and it will be easier for them to proof their case.
So if we add it all up, if Intel doesn't like the fine, they shouldn't have cheated. They still made billions more than this fine anyway with their tactic and made AMD weaker now.