After looking at stock drop and recoveries of other companies involved in major PII breaches in the last 10 years, I came on here recommending people look into options, as an opportunity to profit off the reactionary price tumble fallout from that breach. IIRC EFX, with a market cap of ~$16B, went from ~$140 to ~$90 over a few days. As a primarily B2B data broker that sells information without concern for the data subject's wishes, in an establishe and disruption resistant market with only 2 other competitors and decades of purchasing friendly regulations, a ~36% drop seemed unlikely to persist for very long. It's just betting against a large majority sharing, and sacrafising $, in order to adhere to those principles.