Agreed. There is just zero reason to care about it and that lack of care only diminishes as more and more companies are compromised so it becomes normal and con

Agreed. There is just zero reason to care about it and that lack of care only diminishes as more and more companies are compromised so it becomes normal and consumers really have no choice to take their business elsewhere. The only way this will change is if there are financial and/or criminal penalties for gross neglect of private data. I think healthcare (HIPAA) is another good example, although the financial penalties need to be higher given some of the compromises and relatively small fines.