"In addition, Equifax's response was a playbook of how not to handle a breach: slow disclosure; a poorly designed external breach response site; mistakenly Tweeting an incorrect, similar-sounding URL; confusing public messaging; conflicting actions surrounding potential class action suits; and unseemly executive stock trades. Every facet of the Equifax breach undercut trust and amplified the company's lack of readiness. Data breach expenses for Equifax already approach $90 million, even before government actions or consumer litigation."