to counter some of the bad publicity he'd seen about the company.

An individual can use a lawsuit to cause a company a great deal of adverse publicity. Even if the company believes it's doing the right thing, it may settle or change their practices to make the lawsuit go away.

Success in our society has to be ratified by publicity,

[These hotspots (other than the United States and Japan) also tend to be countries where laws and law enforcement lag behind what is found in Western-style democracies.] Countries around the world are drafting stronger laws, ... But hackers will find the weakest link, the country with no laws.

The online world is not that different than the physical world. There are risks in both. We need to be able to recognize it's a threat and deal with it.

They don't brag, and they cover their tracks very well.