The fact that they didn't sell those services to consumers but that consumers are the ones impacted is actually a big part of the problem.
There's an externality here in that the people who suffer the loss have no part in the transaction (they are neither buyer no seller) so have no way to, in an economic sense, impact Equifax's behaviour, which does lead to the idea that regulation could be an appropriate approach.
Perhaps, but it's a different problem that product liability.
> which does lead to the idea that regulation could be an appropriate approach.
CRAs are already regulated.
I don't follow. Who's the unauthorized party that's "allowed" to make spurious changes via their systems and security practices?
And how was this "allow[ing] unauthorized people to make spurious changes"? No data was changed in the breach.