The long-held view is that breached companies are cast aside by consumers, investors and shareholders. A breach isnt just a temporary glitch its a mistake, a faux pas, which you can’t just shake off. But on closer inspection, it could be argued that this reputation argument is a falsehood. Companies often spot the intrusion too late, and respond inadequately, resulting in falling (temporary) sales and journalist outrage. A survey last year found that the overwhelming majority of people would not do business with a company that had been breached.”]