Except it isn't in real terms.
"The £10m fine is the largest ever imposed by the Premier League, topping the £5.5m fine given to West Ham United in 2007 over the signings of Javier Mascherano and Carlos Tevez."
Allowing for UK inflation data it's almost exactly the same amount. Add to that Chelsea have more than likely benefited from their misdemeanors, which had they had they have been punished at the time would have impacted them significantly more than it does now.

Plus ça change...