Sometimes I think as an industry we hyped too much and over delivered giving the impression that it was no big deal.
Spending a lot of money to fix something that is known will happen is easy to justify. If you don't do it, you will end up losing significant amounts of money.
For something that isn't guaranteed to happen, it's harder to justify putting a lot of money into it. What is the value of doing thorough testing of backups if they're never actually accessed? One could argue that it's purely a waste of money.
A counterargument would be just any of the frequent news articles about company X having to pay Y millions or lost such and such money.
We have a social contract where businesses just need to put forth some minimum effort (door locks, alarm) and police and the military do the rest.
We need to enforce this social contract online and against global criminals now. If the criminals are in a state that harbors them, use 10x retaliation to that state to give them an incentive to fix the problem. Dictators don't respect anything but force.
Attitudes about it are much better now than they have ever been, but there are still a lot of folks out there that don't prioritize it.
Guess what all of these have in common? The exact thing that security has; eliminating long-term risk. Don't blame the stock holders because your arguments didn't persuade management...