Agreed. That said, any company collecting PII (or any type of data a customer believes is protected really) as part of their business has a duty of protecting

Agreed. That said, any company collecting PII (or any type of data a customer believes is protected really) as part of their business has a duty of protecting that information. Unfortunately, you can't trust joe sixpack to make safe and sound decisions as to whether they should sign up and give their contact/personal info to your new random app, let alone evaluate the level of your opsec practices. Saying "we take the privacy of our customers very seriously" months after a breach and going back to business as usual is not enough, and I think this is true for both startups and big corporations. One of the earlier comments said "Stop fucking ruining people's lives.", I think it pretty much sums it up even if it's probably a bit extreme. The first step is to stop considering security as an afterthought when you write any piece of code.