For people to care of would have to be like healthcare. The Change Healthcare breach cost 2B+ and led to a huge loss in market share. Or like AMCA, which went bankrupt after the breach (Labcorp's billing company). If you're a health tech company you can no longer insure your way out of the problem over you reach a certain size.

The reality is that we need data breaches to be painful but maybe not company ending events unless it really is sensitive data. As patio11 likes to say the right level of fraud is not zero. There's a middle ground where we can increase company liability or reduce the damage caused by a beach.