The key aim is to stop households mixing with other households.
The measures against business were as you describe, but their main purpose was to persuade households to play the game without having to directly tell them to do so.
Indeed, and while needless social interaction is clearly an issue (judging by the many who seem so far to have flouted advice) and it's good that the government have apparently taken action against businesses who are obviously taking the p*ss, I wonder how many people will still be going to come into close contact with 5, 10, 20, 50+ people in their non-essential jobs today because they're concerned about their finances or that their boss will sack them / take punitive action if they resist being strong-armed into continuing to work.
I agree that more stringent measures were necessary but can't help but think the government has essentially given unscrupulous businesses a convenient get out of jail free card. Great that they've apparently pulled up Sports Direct, but what about all the others that are likely to continue behind closed doors?
As I type it's about rush-hour-ish and I can hear a (cetainly diminished, but) still fairly constant stream of vehicles passing on the A-road that runs past the house..
Of course I have the utmost respect for those genuinely essential frontline workers who have no choice but to continue working for the greater good, but can't help but feel that these contributions are undermined by the selfish actions of other businesses.
If nothing else this crisis has certainly served to illustrate where the real backbone of this country lies (nurses, doctors, carers, producers and suppliers of food and other essentials) despite the fact that most of these roles have been chronically under-valued (both politically and economically) for years..