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Turkish said:
Why not 100 billion? How did the damage amount to 23bn exactly?

Punitive damages are supposed to measured in a way that sufficiently punishes and deters the defendant without being ruinous: the defendant's wealth IS a factor taken into consideration, but in California it's usually capped at 10% of the defendant's total wealth. They also must be proportional to the harm inflicted. The jury here appears to have focused almost exclusively on the punish-and-deter angle.