The largest fine ever issued is about 2% of Oracle's 2024 revenue. If we average the top 5 fines ever issued (this breach surely wont result in the largest GDPR fine ever), it'd be about 1% of Oracle's 2024 revenue. So, between ~3.5 and ~7 days worth of revenue, if we're lucky and get a top 5 GDPR fine?
I'm not sure that is in the "definitely change behavior" area yet (in fact, I'm confident it is not), but better than I thought.
Don't forget to subtract out the money they saved from reduced investment in security over that time, as well.
Noticeable? Sure. Nowhere near noticeable enough, though, in my opinion. Especially if we're serious about it and recognize this isn't going to be a top 5 fine.
If it happens repeatedly presumably the percentage will go up.
I think the only way this gets written off is if saving the money opens you up to such a low level of additional risk that you don't reasonably expect the event to happen more than once (if ever). But if the risk level is actually that low (I don't believe this to be the case, just playing out a hypothetical here) then arguably they wouldn't be in the wrong.
To put this in regular person terms, 3% of a 6 figure salary is $3k. That's more than enough to get most people's attention.