TalkTalk UK fined for having failed to apply “the most basic cyber security measures”. The damage of its reputation is measured: they lost about 100,000 customers. The loss in profit is measured: it went down by 55%. The cost of the breach is estimated to be between £40 and £45 million. All that for a vulnerability which was known for three years by the time of breach. With GDPR in place, the fine could have been higher (4% of their revenue of £1.83bn)