Because normal people don't understand or care about what equifax is or does or has. They "know" what a credit score is insofar as it's a number that lenders ca

Because normal people don't understand or care about what equifax is or does or has. They "know" what a credit score is insofar as it's a number that lenders care about. That's about it. People are mad about facebook because it's an actual part of their daily lives and they "know what it is". I put that in quotes because it seems people are just now figuring out what facebook actually is, in terms of funneling man-cattle into advertisement pens. Imagine if your company had some obscure HSA type benefit that you didn't really understand, and you could have made $2k in tax gains and didn't, and now the window's closed. Bummer, but i mean... whatever. It's all confusing accountant jargon anyway. Now imagine that your company would expense $2k in meals as long as you filed for reimbursement within 72 hours, and you missed out on $2k of free lunch. You'd be mad as hell! Same money. Different levels of personal "realness" based on comfort with the underlying concept.