Same thing with security breaches today. Unless the attacker destroys the data or steals money, there's no downside to a company getting hacked. Target and Home Depot are still in business, doing the same thing they were doing beforehand. Hell, even Linode, a company whose customers should know better, is still happily humming along after they not only had one but two breaches, and tried to hide the fact that they were compromised rather than disclosing it.

If its just their customers being impacted, the businesses don't care. What will it take for companies will get the hint that there's actual losses being sustained from their actions, even if they themselves are not seeing the losses?

It's called externalities, and they're everywhere. Exxon Mobile doesn't pay for the damage their oil causes to the environment. Factories don't pay for the smog they create. Carly Fiorina never went to jail over lies that incited a shooting spree. Home Depot still processes credit cards. The Independent is still reporting the news based off tweets.

The biggest challenge in the world right now, bigger than anything else we've faced as a species, is how to make sure someone pays for their own externalities. As we become more connected and more global, our lies and our byproducts aren't just hurting those around us. They're hurting the entire world.