It wasn't funny.
It was stupid.
It was against the rules.
It was objectionable conduct.
It was bad enough that the league felt that the 10-yard penalty wasn't sufficient.
Anytime someone does something to bring attention to themselves, or to try and make a highlight reel, and it costs their team yardage or points, it shows where their priorities lie. You've just scored a touchdown; all eyes and cameras are already on you. Pretend for a moment that you've been in the end zone before.
I never heard any amount, but the league could have just assessed the yardage against the Argos and then let it go, which is what I think everyone assumed they would do. They wouldn't make a statement against this sort of behaviour by fining him, and then make it a token amount like $5 or a loonie. I recall similar incidents in the past resulting in fines in the $1500 range, so I suspect it's something along those lines.
Maybe all you Arland Bruce groupies can take up a collection to pay it for him.