There is no penalty so they just dont care...
If there are no consequences to this crime, it will just continue unabated.
IMHO, my personal data with SSN is worth $100,000 dollars to me. It is MY data and I get to say what it's value is.
If you have it, better keep it safe. Let's see, 950,000 stolen identities at $100,000 apiece....that might make a beancounter fund the security of their system.