Actually being trustworthy is certainly the easiest way to do this, at least up to a point. But it tends to push people toward public, visible security measures over private, invisible ones, regardless of their relative effectiveness.
It cuts both ways, too. Even if you do everything right, if you do get hacked that trust is gone and no insurance payout can buy it back. And I'm not sure any customer is going to react well to "Yeah we lost your data, but Goldman Sachs claims it's not our fault".
If someone company gets hacked, a consumer's gets leaked, and 3 years later that info is used to steal that person's ID, how is that consumer supposed to determine the root cause?
The real problem is that the effects of bad security are very far downstream from the initial problems in space, time, and individuals affected, so proper feedback to those responsible happens very slowly or not at all.
Like you, I have no idea what I'm talking about, but as OP demonstrated you can do everything right and get unlucky, or do nothing right and get lucky. Sounds perfect for some kind of insurance scheme.
That shit will bring out the snake-oil men harder than anything. It means those peeps will do all they can to get the auditors to think you are more secure.
Instead, have a requirement of some compliance, with penalties for breaking compliance.
You need some kind of incentive that derives directly from the end goal (less breaches), rather than some derivative (better standards compliance). Auditors certainly have their place, but we need more than them.
edit: Also, you probably meant 'onus' rather than 'honus'.
I'm pretty sure this is required because the card industry can't insure against risk accurately without a base level of assurance that your company isn't some fly-by-night IT hellhole. The same concept would likely apply towards any security insurance that was put forth. You would need to certify that certain steps had been taken, and certain future actions would not be taken, for it to be valid.
1: http://www.focusonpci.com/site/index.php/pci-101/pci-noncomp...
However if you had an independent entity that rated the security companies' products that might work. Or the insurance company has a division that rates the security products and provided different rates based on which product a company decides to use.
However, maybe a system like that would have improved at least the prevalence of the most glaring security holes.
* Netsec events are black swans: it's very, very hard to model how often a security breach will occur. One could checklist all the ways by which we know currently sites are getting hacked, and would still have to pay out, _because hacking exploits things we don't already know_.
* When a hack occurs, it can happen at scale. Unlike eg life insurance, where you have a single payout for hard-to-predict events, the better the hack, the higher the potential for damage, and so the higher the total payout.
These two together means an IT-security-insurance company might do well for a few years, then file for bankruptcy at the first event that hits it, due to inability to pay.
You've got events that occur rarely enough to an individual (company) that it's hard to work out what the best course of action is using the limited data that an individual can gather.
If there were, say, a half dozen major security companies that everyone subscribed to one of, and they each published their statistics showing how many of their customers suffered various kinds of security breaches, this market might look much less broken.
You could potentially get to that state by having some major existing insurance companies offer "digital threat insurance", and require anyone who claims on it to be using the security services provided by one of their vetted providers.
Yes, you'd be building the sort of major corporate bureaucracy that HN hates, but you'd also be properly aligning everyone's incentives, and shifting the responsibility for the Hard Problem of determining who was selling real security software to a smaller number of better-resourced people. Perhaps there's a reason why major corporates are the norm in big, serious markets.
Edit: disclaimer, I'm an armchair theorist and have no skin in the game - perhaps this already exists or there's a good reason why it doesn't work