If you look at the actual impact to companies by breaches like this, it's almost the same impact that Google, Apple, and Microsoft faced after the PRISM leak -

If you look at the actual impact to companies by breaches like this, it's almost the same impact that Google, Apple, and Microsoft faced after the PRISM leak - hardly perceptible to revenue. What does happen though obviously is a lot of opex expenditures to deal with it all, and that's where companies are getting squeezed oftentimes in the usual behemoth dysfunctional megacorp landscape. I'm gung-ho about security as much as you but the truth is that users hardly stop using a service after data breaches. The ones that do matter though are like the ones that delete all your AWS instances and custom AMIs when holding your company's assets for ransom. That is what startups should be worried about indeed (as well as enterprises that are transitioning more of their IT into cloud environments that can be scripted and automated much easier - makes it easier for attackers in theory too).