Oh dear, the vehicle "was parked in direct contravention of this company's wishes"
boo-hoo... I might wish various people parked differently, but that doesn't mean I could do anything about it
They have used the correct terminology for civil losses (charge, damages etc.)
If you want a laugh, you should request that they substantiate their applied level of damages (as they aren't Liquidated Damages, they must be able to do this in order for the charge to be enforceable in a court of law and not considered to be a 'penalty', which is not enforceable).
It would be interesting to see what bollocks they come back with as to how their £100 charge is made up
