Can someone please help me understand why their stock price was not impacted by this? I observed Target when similar incident happened and nothing seemed to cha

Can someone please help me understand why their stock price was not impacted by this? I observed Target when similar incident happened and nothing seemed to change. Is the general market neglecting security exploitations or is the damage too small for those big companies? I personally think that it's a big hit for the companies. They will have to spend money to patch it up and also lose trusts from users.