Teeth or Gums? Which is Which for the Consumer?

I just read this article in the Boston Globe this morning, and a smirk crossed my mind in that it proves a widely held theory I share with my friends in this space that Identity Theft and a massive breach is simply the cost of doing business. Unbeleiveable. Or is It?

With services out there like Lifelock and the fact that the company who f'ed up covering the cost of monitoring, what's $100/year for their services or free for monitoring. You'll save at least that much shopping at TJX companies or the mom and pop shop with no overhead, and no security in place... Right?

http://www.boston.com/business/articles/2007/12/21/for_tjx_a_store_of_consumer_loyalty/

Consumers don't stay angry in the face of a good deal.

That's a lesson emerging from the data breach at TJX Cos., the Framingham retailer that a year ago discovered an intrusion into its computer security that compromised as many as 100 million payment-card accounts. While the episode led to lawsuits from banks and many complaints, sales at TJX stores such as TJ Maxx and Marshalls have risen steadily this year.

Customers like Florida businesswoman Hanna Lipman help explain why. In April, Visa canceled one of Lipman's credit cards, saying it was compromised in the breach. By then, she had stopped going to the TJ Maxx store in Boca Raton.

But now, Lipman said, she is back to spending about $100 a month at the store, on pocketbooks and other items. She expects TJX will be extra-cautious about protecting her information.

"They got nailed from so many banks, I have to believe whatever can be done they have done," Lipman said.

Another customer whose card was canceled, Phil Dunkelberger, said he still shops at a TJ Maxx store in California, but pays by cash or check to reduce his risk of data theft. "I think they're much safer than other vendors who haven't had a breach and gone through the pain," he said.