Hopefully someone in the security industry can chime in, but from the outside, it looks like a gold rush is well underway. Unfortunately, the parties that are cashing in are large companies like McAfee that are offering essentially useless "hacker protection" plans. Then on the enterprise side, the big service providers are providing similar useless services.
Security is a complex issue that requires custom, expensive, and ongoing solutions. So companies run by non-security professionals are going to trust the relatively cheap programs offered by these large providers.
Nah, not really much of a gold rush. There is a lot of talk about how security is becoming extremely important, but when push comes to shove and companies have to spend significantly to secure their systems, or worse, slow down feature development to do so, they choose the easy route. And I can't blame them, given the financial incentives at play.
Take startups. Having a security breach won't kill your startup. Being slow to market will.
I think the issue is a bit more fundamental: Security is an afterthought. There are no repercussions, or gain or expected real punishment for not providing a secure solution. These hacker protection plans are just to tick off a box and satisfy a regulation (government or internal).
On the other hand if we cared about security we would not rush to assign a long lasting hard to change number to a person, and share it around... (Or worse in the case of SSN (for the U.S.) pick a number that is neither randomly assigned nor equipped with a validation mechanism.)
Security is a complex issue that requires custom, expensive, and ongoing solutions. So companies run by non-security professionals are going to trust the relatively cheap programs offered by these large providers.