The fines need to double each time he repeats these cheap shots on defenseless players to a point where he will have to pay the league to play in games. In hockey they are fining repeat offenders and suspending them more without pay for cheap shots. See Raffi Torres for an example. Matt Cooke was a head hunter until he received enough suspensions without pay to change his game around. Sometimes the fine needs to be large enough to make a dirty player wake up.