I was on the phone this morning with Ben Munroe, Sr. Director, Security Product Marketing at Cisco talking about Trust – an abstract yet implicit concept – that drives decisions at all levels. Ben astutely remarked that a breach of personal information could lead an individual to cancel that lesser-known credit card, with the possibility that such reactions at a larger scale can lead to the company suffering greater consequences. On the flip side, it is true that customers are more likely to continue to do business with a major credit card company, having been a victim of breach and fraud multiple times.