I’ve been mentioning it for years, but data, privacy, and security do not matter to most people, despite them saying so. Personally I operate assuming that my IDs, passport and etc. have already been leaked at some point. So, if someone says my PII has leaked once again, I’d just shrug and move on.
When Equifax thing happened, there was basically no repercussions. And that’s the only data breach I recall being in the news cycle for more than a week. Everything else has just been a blip since then. Also as there were no real repercussions other than some fines, companies took it as a signal that nobody cares (rightfully).
I've got a similar viewpoint. I'm always surprised when someone freaks out about their credit card info being leaked, for example. At least in the US, you're almost always guaranteed to get the money back ASAP for any unauthorized charges and a new credit card sent to you (overnight if you need it, for higher-end cards). So why are people so afraid of their credit cards being "stolen"?
When Equifax thing happened, there was basically no repercussions. And that’s the only data breach I recall being in the news cycle for more than a week. Everything else has just been a blip since then. Also as there were no real repercussions other than some fines, companies took it as a signal that nobody cares (rightfully).