Sonos Is In Deep Trouble With No End To Their Problems In Sight

Posted in Commentary with tags on October 2, 2024 by itnerd

Since spring of this year, audio gear manufacturer Sonos has been a train wreck next to a dumpster fire. The company put out a new app that was rewritten from the ground up. But it was also a buggy mess with features that users loved removed. That in turn led to customers being very vocal about how bad the app was. The company downplayed all of this but was eventually forced to admit that things were broken and they needed to address these issues.

Fast forward to the present day and the company has put up a blog post along with a YouTube video saying that they are going to focus on seven items to win back the trust of the customers they angered:

  • Unwavering Focus on Customer Experience
  • Increasing the Stringency of Pre-Launch Testing
  • Approaching Change with Humility
  • Appointing a Quality Ombudsperson
  • Extending Our Home Speaker Warranties
  • Relentless App Improvement
  • Establishing a Customer Advisory Board

All that sounds nice. But it’s the YouTube video that really shows what Sonos customers think. Here’s the YouTube video below featuring Sonos CEO Patrick Spence:

This video isn’t going over well with Sonos customers based on the comments:

I could go on but you get the point. It’s pretty clear that Sonos customers don’t trust the company or Patrick Spence to get things back on track. Which also means that these people won’t be spending money on their gear and look elsewhere for their audio needs. That’s not surprising because Sonos used to be extremely good audio gear that “just worked.” Now it’s not anything near that. And when people ask me for my recommendation on home audio gear, Sonos isn’t on the list. The reason being that I won’t stake my reputation to a product that is subpar. Which Sonos is absolutely subpar at the moment. And that’s their challenge. They have to fix the reputational damage that they inflicted upon themselves, and I don’t at this point see a clear path to them doing that. And they don’t have a lot of time to do it as their competition such as Bluesound, Audio Pro, and even Apple with the HomePod lineup are going to be sensing an opportunity to take out Sonos. If they haven’t already.

Sucks to be you Sonos.

T-Mobile Pays The Price For Their Numerous Data Breaches…. Again

Posted in Commentary with tags on October 1, 2024 by itnerd

T-Mobile has had numerous data breaches over the last few years. There’s been example, after example, after example, after example, after example, after example of T-Mobile being pwned by hackers and customer data being exposed. The FCC has stepped in and slapped T-Mobile with a file for their inability to keep customer data safe:

The Federal Communications Commission today announced a groundbreaking data protection and cybersecurity settlement with T-Mobile to resolve the Enforcement Bureau’s investigations into significant data breaches that impacted millions of U.S. consumers. To settle the investigations, T-Mobile has agreed to important forward-looking commitments to address foundational security flaws, work to improve cyber hygiene, and adopt robust modern architectures, like zero trust and phishing-resistant multi- factor authentication. The Commission believes that implementation of these commitments, backed by a $15.75 million cybersecurity investment by the company as required by the settlement, will serve as a model for the mobile telecommunications industry. As part of the settlement, the company will also pay a $15.75 million civil penalty to the U.S. Treasury.

This is on top of this fine that T-Mobile got slapped with earlier this year. At this point it’s pretty clear that T-Mobile needs to get their act together. The question is will they? Given their previous track record, that’s an open question. And one that a lot of people will be watching to see how T-Mobile answers that question.

October Is Cybersecurity Awareness Month

Posted in Commentary on October 1, 2024 by itnerd

Cybersecurity should be top of mind every day of the year. But it’s highlighted in October to ensure that we all stay safe when online. Here’s some tips from the Canadian Government that you can use to ensure that you stay as safe as possible. Along with that, I have some commentary from industry experts on Cybersecurity Awareness Month.

From Mike Mestrovich’s (CISO) perspective, he believes organizations need to address cyber  resilience and data risk: 

It’s no longer a matter of ‘if’ cyberattacks will happen, but ‘when’.  According to the most recent Rubrik Zero Labs report, 94% of IT and security leaders reported their organization experienced a significant cyberattack in 2023.

Organizations need to adopt a cyber resilience mindset and they need to be developing and practicing their cyber resiliency playbooks to reduce data risk. One of the key components of this is to determine what constitutes critical data and workloads, where those exist and operate, and how those critical workloads and their associated data would be defended and restored in the event of a cyber event. Organizations also need to reduce the attack surface when it comes to critical data.  This involves understanding who has access to critical data and reducing that access to the minimum required. Additionally, organizations should implement a data retention schedule that periodically deletes data that is stale and has not been used or accessed.

From Amit Shaked’s viewpoint (GM & VP of DSPM Strategy, Growth and Monetization), he believes data security posture management should be a priority: 

As AI adoption grows, so does organizations’ appetite for the vast data from disparate sources needed to train AI models. This has also contributed to the rise of shadow data, with more businesses realizing they can’t protect against what they can’t see — leaving them as easy targets when cyberattacks happen.

Increasingly, organizations’ solution to this challenge is the adoption of data security posture management (DSPM): a holistic approach to assessing and managing an organization’s cybersecurity readiness and effectiveness in protecting its data assets. DSPM solves one of the most daunting aspects of data security: knowing where all data is within the organization, and how to secure it. This is a key step to ensure cyber resilience: keeping your data safe even during a cyberattack.

The last year has shown the secret is out: modern organizations must embrace DSPM as a key ingredient in their overall security strategy to reinforce cyber resilience.

Antonio Sanchez, principal cybersecurity evangelist at global cybersecurity software and solutions provider Fortra had this to say:


“In the world we live in we cannot expect others to protect our personal privacy so we must take steps to protect ourselves.

This year for Cyber Awareness Month I challenge everyone to do one new thing that helps protect their privacy and increase security of our digital interactions. 

Here are some ideas to consider: 

  • If you use the same password/passphrase for all your sites, then start using a password manager and create unique passwords.  Start with just a few sites to get used to using it and then gradually add other sites with new passwords. 
  • If you use a password manager, then increase the number of characters and character types when generating a password. 
  • If you have never used multi-factor authentication app then start using one.  Google Authenticator and Microsoft Authenticator are available for iOS and Android, they are free, and extremely popular so there are lots of resources and videos to help people get comfortable with using them. 
  • If you have never used a shredder then purchase one and get into the habit of shredding mail or other documents with sensitive information you want to discard by shredding them.  This includes those copies of tax returns that are over 7 years old, those checks that come in the mail from your bank which can be used for balance transfers, and monthly bills. 

There are lots of other examples.  Just stop and think about anything that contains personal data and a step you can take to protect it. 

And one other thing, make sure to freeze your credit reports with Experian, Equifax, and Transunion to prevent someone taking out a credit card or mortgage in your name.”

Jason Lohrey, Founder and CEO of data management company Arcitecta adds this:

Cybersecurity Threats & a New Focus on Recovery

National Cybersecurity Awareness Month is a reminder that as data environments reach hundreds of petabytes and hundreds of billions of files, protecting data will become an increasingly difficult and complex challenge. IT leaders are shifting their focus from backup to recovery as organizations need complete and immediate data recovery with no downtime or, at most, only milliseconds of downtime to prevent criminals from holding a business and its data hostage for days, weeks, or more. New approaches such as continuous data availability represent game-changing levels of protection that actively record every significant change in real-time for every file so a user can go back to any point in time to retrieve data – quickly and without the assistance of IT. Organizations will increasingly leverage continuous data availability technology to protect data from loss and cyber threats.  

Cybersecurity Threats & Data Resiliency

As data environments reach hundreds of petabytes and hundreds of billions of files, protecting data will become an increasingly difficult and complex challenge. Organizations need their data to be resilient and continuously available, with the ability to spring back seamlessly to reduce the risk of critical data loss and the impact of downtime, outages, data breaches, and natural disasters. Achieving data resilience at scale requires a radical new model and one that revolutionizes today’s broken backup paradigm. Traditional backup is independent of the file system, but a better approach is to merge the file system and backup as one entity. In this way, every change in the file system can be recorded as it happens, making it seamless to retrieve lost or deleted data, regardless of when it existed and across the entire time continuum.   

UPDATE: Sam McMahon, IT & Security Senior Manager, Valimail adds this:

“The end of the year is a great time to update and review cybersecurity posture. As we look towards 2025, it’s critical that all companies establish and add AI usage policies to their cybersecurity playbook.

Employees will (and should) seek ways to incorporate AI into daily tasks, but without the proper guidelines in place, this evolving technology can expose a business to unnecessary risk. A well-defined policy empowers employees to leverage AI for increased efficiency, while providing expectations for how and when this emerging technology should be used. This is especially important when it comes to leveraging AI for handling sensitive information.

It is equally important to look into the AI policies of current and potential third-party vendors to understand how your data flows through these systems or how it might be used to train AI future models. AI holds immense potential, but requires a risk-based approach like any technology or vendor a business relies on.”

UPDATE #2: James Cassata, cloud security architect at Myriad360 added this:

“As we head into Cybersecurity Awareness Month, organizations should maintain a strong focus on rising attack vectors when educating system users.

Social engineering continues to be a top human risk, according to SANS.   Although spear-phishing emails and text-based smishing messages are not new, voice-based vishing has become more prevalent.  This is largely due to the gaining use of AI, allowing adversaries to accelerate their efforts when attempting to deceive their targets. Generally speaking, a twenty-second audio sample clip of someone’s voice is all that is needed to clone their voice with Ai. 

The most important advice to give when educating users is to slow down and think, “Does this make sense?”.  Always validate the legitimacy of an uncommon request by reaching back out to that individual using another method of communication, with a face-to-face conversation being the preference.  Another indication of suspicious activity is the sense of urgency that adversaries tend to convey. To me, this is a dead giveaway. Investing in continuous employee training is critical to reinforce the importance of being cautious and vigilant and, most of all, slowing down.”

Equinix Agrees to Form Greater Than $15B JV to Expand Hyperscale Data Centers in the U.S. and Support Growing AI and Cloud Innovation

Posted in Commentary with tags on October 1, 2024 by itnerd

Equinix, Inc. today announced the signing of a joint venture (JV) agreement, subject to closing conditions, in the form of a limited liability partnership with GIC and Canada Pension Plan Investment Board (CPP Investments), with the intent to raise over US$15 billion in capital together with its partners. Driven by increasing artificial intelligence (AI) and cloud growth, the JV is intended to accelerate the Equinix xScale data center portfolio, which enables hyperscale companies to add core deployments to their existing access point footprints at Equinix International Business Exchange (IBX) data centers. At full buildout, this new JV will nearly triple the investment capital of the Equinix xScale program.

With the capital raised through the JV, Equinix expects the JV to purchase land to build new state-of-the-art xScale facilities on multiple greater-than-100-megawatt (MW) campuses in the U.S., eventually adding more than 1.5 gigawatts of new capacity for hyperscale customers.

Highlights / Key Facts:

  • Equinix has a longstanding relationship with GIC, having previously partnered on xScale projects in Asia, the Americas and Europe (see links below for details on other joint ventures). This agreement represents the first JV between Equinix and CPP Investments, which manages the assets of the Canada Pension Plan for more than 22 million contributors and beneficiaries.
  • Under the terms of the agreement, CPP Investments and GIC will each control a 37.5% equity interest in the joint venture, and Equinix will own a 25% equity interest. Each party has made equity commitments, and the joint venture also expects to take on debt to raise the total pool of investable capital to more than US$15 billion over time.
  • Equinix’s existing hyperscale joint venture portfolio in Europe, Asia-Pacific and the Americas has a committed investment of over US$8 billion, which is expected to result in greater than 725 MW of power capacity across more than 35 facilities at full buildout.
  • Platform Equinix® features nearly 40% of the private on-ramps to the top global cloud service providers, which is more than any other provider. As hyperscale companies scale their operations at Equinix, the ecosystem of over 10,000 enterprises and other companies currently operating at Equinix can benefit from increased opportunities to directly connect and operate in proximity to the largest global cloud operators.
  • xScale data centers serve the unique core workload deployment needs of the world’s largest cloud service providers, including hyperscalers, which are key players in the AI ecosystem. These companies can add core deployments to their existing access point footprints at Equinix IBX data centers, enabling their growth on a single platform that can immediately span 72 global metros and offer direct interconnection to an ecosystem of more than 10,000 customers.  
  • Equinix is committed to delivering sustainable digital infrastructure and engaging our suppliers and partners in supply chain responsibility. Equinix has continued to make advancements in the way it designs, builds and operates its data centers with high energy-efficiency standards, and all xScale data centers will be LEED certified (or certified in the regional equivalent).
  • The closing of the joint venture is subject to the receipt of required regulatory approvals, which are expected to be received in the fourth quarter of 2024.  
  • Morgan Stanley & Co. LLC served as exclusive financial advisor to Equinix in connection with this transaction.

Additional Resources 

AI to Boost Canadian Business Productivity: Google

Posted in Commentary on October 1, 2024 by itnerd

AI is set to change the way Canadians do business. According to a recent report commissioned by Google Canada, eight in ten (80 per cent) decision makers from businesses that are early adopters of technology agree that AI will make Canadian businesses more productive. The  report also highlights that generative AI has the potential to boost Canada’s economy by $230 billion and could save the average Canadian worker over 175 hours a year. 

The research, commissioned by Google Canada shows that around a quarter of Canadian small and medium businesses (27 per cent) are already making use of AI and machine learning, rising to nearly two thirds (65 per cent) of larger businesses. While many are still experimenting with how to best utilize AI, over half of AI users (53 per cent) said they had already found real use cases, like researching a new topic, helping write an email or document or brainstorming new ideas. Half of SMB leaders (50 per cent) use, or plan to use, AI to save time, 46 per cent to save money, 43 per cent to grow their business, and 55 per cent to work more efficiently.

The shift towards embracing AI will also create new opportunities for Canadian workers. One in five workers (21 per cent) say they already use AI to help them at their job, rising to almost a third (29 per cent) of younger Canadians ages 18-24. To ensure the development and use of AI benefits everyone, Canadians need to be equipped with the skills required to succeed in the workforce. The survey reinforces that more than six in ten Canadian workers (63 per cent) are interested in AI skilling, rising to seven in ten young Canadians (72 per cent).

Here’s what else the survey shows: 

  • The AI Opportunity: For the most part, Canadian businesses and individuals already recognize the opportunity AI presents, with nearly three quarters (74 per cent) of Canadians who already use or plan to use AI at their job saying it will help them become more productive.
  • Embracing AI: Beyond the clear economic opportunity of the technology,  Canadians are optimistic about the benefits and opportunities AI brings with it. The majority of Canadian adults (59 per cent) are optimistic about the impact technology will have in the next twenty years, rising to 69 per cent of those aged under 35. 
  • Upskilling for Productivity: Canadians want to further their knowledge of AI but they say the skills training needs to be focused on practical uses of the technology. For example, 43 per cent of Canadians say they want advice on how they can use AI tools for their job specifically, and more than a third (36 per cent) want to learn how to use AI to automate repetitive tasks in general. 

To learn more about Google’s AI Essentials course, visit HERE.

About the Survey

Google commissioned Public First to anonymously survey 4,086 Canadian adults online between 17-29 June 2024. Responses are weighted by interlocking age and gender, province, and education level to nationally representative proportions. 1,156 senior business decision makers were surveyed between 17th June – 2nd July 2024.  Responses are weighted by province and business size (number of employees) to nationally representative proportions (business count). New economic modeling was used to quantify the economic and social impact of Google for Canada’s individuals, families and businesses.

New CIRA Data Finds Cyber Crime Is Driving Customers Away From Impacted Canadian Businesses

Posted in Commentary with tags on October 1, 2024 by itnerd

Trust is hard-earned and easily lost; a lesson many Canadian organizations learned the hard way this year as cyber attacks impacted their businesses. Forty-four per cent of organizations reported experiencing a cyber attack in the last 12 months and more than a quarter of the 500 cybersecurity professionals surveyed, said that it had hurt their organization’s reputation (28 per cent) and cost them customers (26 per cent). The reports of reputational damage have quadrupled from six per cent in 2018.

In light of the financial and reputational impacts on their organizations, the latest edition of CIRA’s annual Cybersecurity Survey finds strong support (77 per cent of respondents) for government legislation like Bill C-26, An Act Respecting Cyber Security, to shape cybersecurity in Canada. Despite organizations claiming they typically pay $25,000 to $100,000 in ransomware, three-quarters (74 per cent) support legislation that would prohibit ransom payments. 

The volume of incidents in 2024 has led more organizations to seek cybersecurity insurance. More than 8-in-10 (82 per cent) organizations have cybersecurity insurance coverage, up from 59 per cent in 2021. In response, leading providers have implemented more restrictive measures; most organizations with a policy indicate that their provider has changed their coverage. Changes include verification of current security measures (39 per cent), increased premiums (38 per cent), changed eligibility criteria for obtaining/renewing coverage (37 per cent) and reduced reimbursement amounts for ransomware attacks (30 per cent). 

On the AI front, a staggering 70 per cent of organizations expressed worry about potential cyber threats stemming from AI technology. Of particular concern were data gathered by AI tools and the proliferation of improved phishing emails and texts. On a positive note, more than half of the organizations surveyed have integrated AI tools into their workflow and operations, recognizing the advantages that AI brings to cybersecurity.

The full findings are featured in this year’s survey report.

Key findings

  • Cybersecurity in the news: just over 4-in-10 (43 per cent) respondents say their organization has made changes to its cybersecurity approach in response to news about major cyber attacks.
  • Ransomware: over one quarter (28 per cent) of professionals report that they have been the victim of a successful ransomware attack in the last 12 months, up from 17 per cent in 2021. Of those, 79 per cent indicate that the organization paid ransom demands.
  • Reputational damage: 28 per cent report damage to their organization’s reputation as an impact, compared to only six per cent in 2018 and 19 per cent in 2022.
  • The AI threat: 7-in-10 (70 per cent) of respondents are worried about potential cyber threats from generative AI. Organizations are most concerned about data gathered by AI tools (61 per cent) and improved phishing emails and texts (56 per cent).
  • The AI advantage: more than half (57 per cent) of cybersecurity professionals say their organization has integrated AI tools into its workflow and operations, up from 44 per cent in 2023.
  • Who’s attacking whom: organizations are most likely to perceive profit-motivated cyber criminals as the biggest potential threat (60 per cent), followed by cyber criminals motivated by nationalist beliefs (33 per cent) and foreign state actors (32 per cent).

Additional resources

Here’s An Example Where Threat Actors Try To Phish Me

Posted in Commentary with tags on October 1, 2024 by itnerd

Ever since I have implemented DMARC, which you can read about here, I’ve noted a significant change in the phishing emails that I’ve gotten. They seem to be targeting me specifically to try and get my email password. I’ve been ignoring these for a while now. But for fun, I decided to look at one of these and see what the threat actors in question were up to. I looked at this one today to see what the deal was:

Now I always find these phishing emails hysterical because I control my own email server. Two actually. And the English in this email is suspect to say the least. Example “in-ther to avoid data lost”.

Clicking on “Re-activate Now” takes me to this page:

I don’t have an app suite as part of my web and email hosting. So I wouldn’t be fooled by this. But I can see where an end user might be fooled by this. And this is where it gets interesting. It’s already pre-filled in my email and all it wants is my password. Filling in my email address isn’t that hard. But when I entered some caustic text telling the threat actors what I thought of them, this is what happened next.

It takes me to my own corporate website. That tells me that the threat actors put some time and effort into making this phishing scam work. It also tells me that by cutting the threat actors off from being able to spoof emails, the threat actors have moved on to trying to steal the passwords to my email server. That illustrates how far threat actors will go to get what they want. As in they will shift tactics when required. While I don’t have to shift tactics to combat this, I am the edge case. You need to spot these sorts of phishing attempts and react accordingly.

Oh, if you’re the threat actors behind this phishing attempt, you need to read my blog more because this phishing attempt had zero chance of success.

Fidelity Says That Twitter Is Worth Only 21% Of What Elon Musk Bought It For… What A Loser

Posted in Commentary with tags on September 30, 2024 by itnerd

Can someone remind me why people think that Elon Musk is a great businessman? I am asking because of this:

Elon Musk’s X is now worth less than a quarter of its $44 billion purchase price, according to a new estimate from investor Fidelity. 

The asset manager’s Blue Chip Growth Fund now values its stake in X, formerly known as Twitter, at approximately $4.19 million, based on newly released disclosures from Fidelity’s Blue Chip Growth Fund. The firm’s unit has reduced the value of its holding in X by a total of 78.7% as of August end.

For context, Fidelity had initially invested $19.66 million in X through the Blue Chip Fund, as per regulatory filings. This isn’t the first time Fidelity has cut the value of its holding in X. As of July’s end, Fidelity had valued its shares in X at about $5.5 million.

This 78.7% markdown implies that Fidelity is currently valuing X at about $9.4 billion overall. (TechCrunch’s assessment assumes that Fidelity’s investment in X was made at a $44 billion valuation. The acquisition was financed through a combination of equity and debt.)

Perhaps I am looking at this wrong. But if I buy a business and it is worth substantially less than what I bought it for, then that means that I really screwed up because the whole point is to make money rather than bleed money. Given that, you have to wonder how long before Elon taps out because he either has to put his own money into Twitter to keep it afloat, or he has to tap out and look like a loser by doing so.

Let’s see what he’s going to do as I suspect the clock is ticking.

Elon Musk Has To Pay Some More Money To Bring Twitter Back To Brazil

Posted in Commentary with tags on September 30, 2024 by itnerd

The last time I checked, Elon Musk folded up like a cheap suit when it came to his fight with Brazil by complying with everything they wanted him to comply with. But apparently its not quite over as Elon is going to have to write another cheque to Brazil:

Reuters and other publications have reported on an order from the country’s Supreme Court Judge Alexandre de Moraes stating that the Elon Musk-owned social network could “immediately return to its activities in national territory” if it pays a fine of 10 million reais (around $1.9 million).

That’s on top of the 18.3 million reais ($3.4 million) X had already been fined. Brazil froze accounts belonging to X and Musk’s satellite internet company Starlink in order to pay the fine, but to move forward, Moraes said Starlink needs to drop its appeal against the payments.

Well, this could be interesting. The Brazilians are clearly making Elon tap-dance to their tune. And Elon, at least for now, seems to be dancing away. Thus you have to wonder if he will continue this dance in order to get Twitter back into Brazil, or if at some point he will go back to the Elon that we all love to hate.

Watch this space.

Texas Hospital Diverts Patients Hundreds Of Miles After Ransomware Attack

Posted in Commentary with tags on September 30, 2024 by itnerd

On Thursday, the University Medical Center Health System in Lubbock, Texas, confirmed a ransomware attack that led to an IT outage which forced the hospital to divert emergency and non-emergency patients via ambulance to nearby health facilities.

UMC is the only level 1 trauma center within 400 miles.

The health system is operating under its downtime procedures while phone systems are down and its unable to view messages in the patient portal. 

“This is a national security issue.”

“When hospitals are attacked, lives are threatened. When you have the only level 1 trauma center in the region shut down by foreign bad guys, ambulances on diversion, the next level 1 trauma center I understand is hundreds of miles away, you are putting people’s lives in jeopardy,” said John Riggi, National Advisor for Cybersecurity and Risk at the American Hospital Association and a 30-year FBI veteran.”

According to UMC’s latest statement, its healthcare facilities, urgent care clinics and UMC physician clinics remain open. At this stage, it is not possible to tell to what extent, if any, patient data has been compromised.

This past January, UMC notified 127,000 individuals of a data breach compromising their names, dates of birth, mailing addresses, Social Security numbers, diagnosis, and treatment information.

Emily Phelps, Director, Cyware had this to say:

  “The ubiquity of ransomware attacks on healthcare entities highlights the critical need for collective defense and intelligence-driven security processes to proactively defend against these attacks. When healthcare institutions—especially those providing essential services to large regions—are targeted, the consequences go beyond financial loss. Ransomware not only cripples operations but endangers lives, as seen when vital emergency services are forced to divert patients. We must move beyond reactive strategies. Proactively harnessing shared threat intelligence and automation will empower organizations to detect and neutralize attacks before they disrupt essential services. Collaboration between private and public sectors is essential in building a unified defense against this growing threat.”

Stephen Gates, Principal Security SME, Horizon3.ai follows with this comment:

  “Hearing the news about this healthcare system, my heart goes out to the families and individuals affected. There was a time when healthcare organizations were off-limits to attackers because they focus on saving lives. But that unwritten code of ethics no longer applies. This reality is what drove me to write the whitepaper, A Preemptive Approach to Defeat Ransomware in Healthcare. I’m sharing it not to sell anything, but because it offers a solution that healthcare organizations should seriously consider.”

Evan Dornbush, former NSA cybersecurity expert had this to add:

  “Unfortunately, down time is just as damaging to data disclosure, putting the victim here in a very tough spot. The economics of ransomware currently favor the attacker. As long as it more expensive to be a defender, stories like this will continue to line our newsfeeds.”

I’m not being hyperbolic here. It’s only a matter of time before someone dies because of an attack like this. This is why action needs to be taken now so that never becomes a headline.