Well equifax didn’t harm any of their customers so their bounce back should be no surprise.
The first rule of Web 2.0 is still true: if you are not paying for the product you are the product.
I get that this is not their main business model, and that their customers that they bundle and sell consumer data to are more valuable. But end users, in this case, are still customers. They still pay money and get a service in return. Contrasted with e.g. Google services, it's a different scenario.