It is simple, as others have said. It is a small cost to pay to get back in business quickly. That said, what is going to happen is no different then what has

It is simple, as others have said. It is a small cost to pay to get back in business quickly. That said, what is going to happen is no different then what has happened in history for other forms of "terrorism" (which essentially ransomware is, someone is terrorizing an organization by holding them hostage). Once a company has been hit multiple times or has had enough the company will assemble one or more response teams, they will spend money to go after the people and start preventing it, that is when companies will stop paying. Companies already get the authorities involved, but face it that is an investigation after the fact right now. It won't change until companies essentially protect themselves better and become more offensive in nature, which in some corners they are doing. BTW -- offensive doesn't mean they are out killing people, just that they are putting on an offense to prevent this stuff instead of waiting for shit to happen and being forced into paying a ransom.