My employer handles insurance claims. I have an email sitting in my inbox right now, explaining that if we get a certain thing wrong it will get us fined up to $1000 per claim per day until it's fixed. Not because we screwed up and got in trouble, but because that's just how things always are in this industry.
So no, I don't find that unlikely at all. In fact it not being per person is what would be absurd.
The proposed order also contains standard record-keeping provisions to allow the FTC to monitor compliance with its order.
and then further down:
Each violation of such an order may result in a civil penalty of up to $16,000.
I really hope that's up to $16,000 per person for each violation.