I’ve been mentioning it for years, but data, privacy, and security do not matter to most people, despite them saying so. Personally I operate assuming that my IDs, passport and etc. have already been leaked at some point. So, if someone says my PII has leaked once again, I’d just shrug and move on.

When Equifax thing happened, there was basically no repercussions. And that’s the only data breach I recall being in the news cycle for more than a week. Everything else has just been a blip since then. Also as there were no real repercussions other than some fines, companies took it as a signal that nobody cares (rightfully).