"If a ransomware attack hits your organisation it will destroy your reputation because customers will notice that you don't take their protection seriously, they will leave for a more expensive but reliable product that takes their business and clients seriously and actively works to protect them."

In many cases, you cannot really switch.

https://www.reuters.com/world/uk/uks-northern-rails-self-ser...

Ransomware just hit ticket machines on a UK railway. I do not think that this will make people who regularly take that railway seek for alternatives.