Not going out of business is not the only possible incentive though. Security is a pretty key part of the sales pitch of every cloud provider: "We can do this better than your in-house team" they keep saying.
No one is going to move 100,000 employees off Microsoft over this, but what about signing up the next 100,000? Will it impact next quarter's growth figures?
And for the people directly responsible for security at Microsoft breaches like these may be a career risk or at least a huge embarrassment. There will be meetings. People will get blamed. Some will feel they haven't met their own professional standards.
There's no lack of incentives.
There are debates about risks when large companies move to the cloud - in some industries more than in others. Opposing groups within companies as well as competitors' sales people will be looking for weak spots to make their case.
In isolation, incidents like this don't make a difference. If it looks like a pattern that would be bad for business though.
How has this affected sales over the years?
I believe they won the PC wars years ago and there has never been a good replacement system with enough customer incentive that met the same price point. It is this cow they continue to milk.
I would posit that your first list needs a conditional for “too big to fail”.
Anyone even adjacent to business or finance during COVID could very clearly witness the wealth transfer, and the smaller competitors being swallowed.
Which I think is an important point because by volume the majority of businesses in the US are small and mid-sized businesses.
No incentive, right? If you mess up as a CA, you go out of business because every browser drops you. But if you're an identity provider and you have an incident, maybe 1% of your customers opens an angry support ticket and you give them 5% off their bill next month. So why bother? Are YOU going to move your 100,000 employee organization off of Microsoft because of this? No? Then why would they care at all? They won the sale and you're stuck with what you get.
Here's a list of companies that have gone out of business because they didn't take information security seriously:
<list not found>
Here's a list of billionaires who had to sell their yachts because they didn't prioritize security over other concerns:
<list not found>
Yeah.