Reputational damage happens anyway, once news of the first breach/ransom goes out (which it will, it’s increasingly mandated by law). Second time around they might as well fold.
A prolonged extortion scheme can only be done on a low-scale highly-targeted basis, where you can ensure word doesn’t get out.
Press release goes out, saying the data was "deleted"
Send another ransom, maybe 5 BTC, otherwise data is released
Insert taps on head meme