A lot of people seem to be taking Uber to task for both the data breach and their attempted cover up. However, as consumers of the service, whilst we are not at fault for either of these issues, we do hold a certain level of culpability for the future response of firms who are responding to similar incidents. The court of public opinion will affect not just their position in the pantheon of tech enabled businesses, but put a huge dent in their bottom line.

It’s already common knowledge that the firm has suffered several data related incidents, and have had multiple allegations levelled at them for the improprieties of their drivers.

In the same vein, firms such as Yahoo have suffered numerous large-scale data breaches, but I still know plenty of people with Yahoo accounts. LinkedIn, Dropbox and Playstation have all suffered breaches on a much wider scale than Uber and to all intents and purposes we carry on adding sensitive files to our drop-boxes and playing Call of Duty on the weekends with our credit card details stored on our new PS4 Pro.

The conclusions here seems simple – people will perpetually disregard the impact of data breaches because their consequences, by and large, do not affect our everyday lives. We will continue to log on, re-set our passwords and then go about our business, with any stolen funds recovered by ours bank (plus we may well even use an Uber to get there).

Is it truly the case, therefore, that it is not until the loss of private data starts to intrude upon one’s daily life (such as the Ashley Madison data breach in 2015) that people at large begin to “vote with their feet”?