General

As we prepare for the annual October holiday season with Cybersecurity Awareness Month there is an important question to ask. Are we as a society at the point of fatigue over every new security breach, or are the companies getting breached just too big to fail?

Security giant Fortinet announced a data breach this week that was remarkable in two ways. One was how small the breach was (less than 500GB) Two was how calm Fortinet seemed to be about. Security gadfly Dr. Chase Cunningham posted a flippant comment about the breach on Linkedin, encouraging his followers to “buy on the breach.” He pointed out that with big public companies, in security or not, generally take a hit on their stock for a day or two after a breach, but the stock rises to new highs as the dust clears. And no one seems to care about the downstream customers whose data might have been stolen.

A 2010 study published in the Journal of Cost Management concluded that a company could be more profitable if it annoyed unhappy customers more than they already were. The success of that strategy increased with the size of the company, according to the study, and when there were fewer competitors for a customer to turn to.

The reasons for the success were simple. If a pissed off customer decided to go a smaller provider, there were always new customers who signed up, simply because they were the biggest. If there were no smaller competitors, the customer never went away. In the process, the offending company rarely has to pay out to make the customer whole. The study pointed our that companies like United Airlines have notoriously bad customer service, but they rarely lose market share because of it.

Kevin Szczepanski, co-chair of Barclay Damon's Data Security, is much more forgiving