Except people do, because they know that reputation matters little and even the biggest fiasco is forgotten under a year.

Catchy quotes are nice, but need to be checked against the real world.

See also: https://news.ycombinator.com/item?id=17961703.

While I appreciate your point, I'm not so sure your generalization is any more valid than mine. Chipotle is a good example of a company that got slammed due to a reputation problem, and is still recovering from it years later. The jury's still out on Intel after spectre.

Also I think the reason Equifax hasn't been hurt is largely because they do not depend directly on consumers for their business model. I think it is more than just my small circle of friends that would like nothing more than to see them die.