> If companies continue to not pay the ransom then we're going to get a lot more things published
Paying the ransom means your data still gets leaked and now you're out of money and embarrassed.
Why would they ever, ever, delete the data?
Because if they leak then nobody will pay the ransom in the future?
If paying the ransom doesn't stop your data getting leaked, nobody will pay the ransom. There is a rational basis for the ransomers to follow through with the deletion. Even the mob did provide "protection" when they coerced you into paying for it.