I feel like this kind of justification comes up every time this topic is on HN: that the reason companies aren't being organically penalized for bad IT/infosec/privacy behavior is because the average person doesn't have leverage or alternatives.
It's never made sense to me.
I can see that being true in specific instances: many people in the US don't have great mobility for residential ISPs, or utility companies. And there's large network effects for social media platforms. But if any significant plurality of users cared about the impact of service breaches, or bad privacy policies, surely we'd see the impact somewhere in the market? We do in some related areas: Apple puts a ton of money into marketing about keeping people's data and messages private. WhatsApp does the same. But there are so many companies out there, lots of them have garbage security practices, lots of them get compromised, and I'm struggling to remember any example of a consumer company that had a breach and saw any significant impact.
To pick an example: in 2014 Home Depot had a breach of payment data. Basically everywhere that has Home Depots also has Lowes and other options that sell the same stuff. In most places, if you're pissed at Home Depot for losing your card information, you can literally drive across the street to Lowes. But it doesn't seem like that happened.
Is it possible that outside of tech circles where we care about The Principle Of The Thing, the market is actually correct in its assessment of the value for the average consumer business of putting more money into security?