One day these companies are going to learn that not disclosing creates more problems than it solves. Disclose then and they would control the narrative, ideally getting largely lost in what Facebook was doing (a much larger breach) and nothing really came from that anyway. Hide it, get scooped by the WSJ and it costs you an entire product and 100% of the media coverage about it is now about the cover-up instead of how you're addressing it.