They fined him, if it is the case I'm thinking of, for unsafe flying. I believe this was the case where he was flying over a university or something like that. I don't know what the specific circumstances were of the shoot, but I'm assuming they did not shut down the place so there were people, cars, etc. and he was flying over all of it. That would be the reason they fined him, not merely because it was a commercial endeavor. The FAA doesn't really care if RC flying is recreational or commercial in nature. They're concerned about safety of the airspace and, in this case, potentially for those on the ground over which the flight is occuring. They'd have just as much authority to fine one of us for flying a single rotor heli over such a location, camera or not, money exchanged or not. At least in their minds.
Ultimately, I do not believe current law or rules allow the FAA to fine anyone for any of this when it involves an RC airplane/heli/quad. They simply have not been granted that authority and as such it is default legal. And there is nothing that would grant them special authority to fine an unmanned AP flight that would have been, supposedly, all fine and good had no money exchanged hands. Why did they impose the fine then? Because that's what they're wont to do. Like any government regulatory agency they want the authority and lacking explicit case law or legislation making it clear they did not have it, they decided to roll the dice on a case they thought they could win if it went to court. They'll use it as precedent to grab the power across the board while they get their official rule making process into gear. Government seeks to control.
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No worries, Tony. I hope none of this is being taken as fighting or argument with you, Matt. Just my opinion on the matter. If I don't get to vent here then I have to wait until my monthly RC club meetings.