Also when a company uses marketing tactics in response to a hacking allegation they are usually bullshitting

Bingo. They want the hackers to think they have nothing, when in reality they’re crapping themselves to find the cheapest solution with little media attention. This is another reminder the business worlds focus on ever-increasing market value is a little like autoerotic asphyxiation. Once you start, you know eventually there’s only one way it will end for you.