Interestingly, it looks like (some) insurers may be responding to this.

> In an apparent industry first, the global insurance company AXA said Thursday it will stop writing cyber-insurance policies in France that reimburse customers for extortion payments made to ransomware criminals.

https://www.insurancejournal.com/news/international/2021/05/...

And DarkSide has stated they target businesses with that insurance. It's smart. They were hosed the moment Colonial's infosec (or whomever) recommended closing the valves on the pipelines. Until that moment they'd been doing reasonably well (for criminal scum).