Personal data fetches 10X more $$$ than credit cards. And this makes sense, as many will cancel credit cards.  However, it’s impossible to change your SSN, birthdate, address (unless you move) etc., once exposed. 

Our nation needs to wake up and combat “identity theft”. It needs to be more difficult for folks to open accounts.  Currently, there is almost zero authentication as to who is actually making that request on the other side.

http://www.networkworld.com/article/2880366/security0/anthem-hack-personal-data-stolen-sells-for-10x-price-of-stolen-credit-card-numbers.html