it was the sales droid who lied - it is him who should be castigated for lieing - presumably to earn a few extra $ commission or bonus. All those who were conned into paying for something that they did not need should be able to seek compensation from the sales droid - the fine NOT to be paid by Verison. The droid's manager and managers all the way up should have to pay in proportion to their take home pay.
Unless there are consequences it will happen again. Not much different from the bankers who caused the rest of us so much pain and, by & large, have escaped personal penalties.