It is true that very few people proactively care about backups. It’s like flossing. People know they’re supposed to do it, but in the moment it feels like a waste of time and energy, when there are more important things to do.

When data is lost, or decay takes over, the value can skyrocket. Depending on what is lost, someone may be willing to pay 100x when they would have spent on backup in order to get their data back, this is why data recovery services can basically charge whatever they want.

My assumption is the Venn diagram between people who pass the marshmallow test, and those who proactively backup their systems, has a lot of overlap.

Running a business on that basis would look like the white(ish)-hat version of ransomware. "Oh, your data is gone? How much is it really worth to you?"

"It's not the fall that kills you, it's the sudden stop at the end."