Sure a run-of-the-mill data leak might not do much besides ruffle customer's feathers. But disruptions to a companies' operations can become very costly, very quickly in today's tech-dependent world.

Eg. recent Albert Heijn (Dutch supermarket chain) "cyber incident" must have cost them 10s of millions of Euros.

That's real gain for any competitor NOT having such issue. See eg. Darwinian evolution on how even small (dis)advantages can lead to species being outcompeted & disappearing.