> It's almost guaranteed that they will not pay to save face, no?

No. Lots of big names will payout ransoms, that's why it works. [0]

[0] https://heimdalsecurity.com/blog/ransomware-payouts-of-2020/

Companies these days just “contract external security consultant” for exact amount of ransom + fees aka ask the perp for a receipt for tax purposes

Ahh right! I remember reading about this somewhere

they WILL pay to save face

Didn't Garmin pay a ransom? Which is more well known?

Garmin more well known than Fuji?! In what world?!

My personal life certainly. I'm well aware of both companies, but what do Fuji do that is as recognisable to many of the general public as the watch on their wrist or the mapping device in their car? Some might own a Fuji brand camera, printer or other device, might put fujifilm brad paper in their printer, etc, but they probably aren't significantly aware of the rest of the business. I'd wager that the average person on the street is more aware of Garmin.

Some older people will probably have Fujifilm burned into their cortex because they made a lot of very popular film types for cameras back in the day, and if you were just somewhat serious about taking photos, film type was a big deal. At least I guess that's why it feels like that to me, too, even though it's definitely no longer true.

Probably in This world

https://trends.google.com/trends/explore?date=all&q=%2Fm%2F0...

Wow, you can see the big spike in Garmin interest when they got hacked in July 2020.

In the world of GPS equipment I guess.