This article sort of glosses over the exact user data lost in the data breach: names, email and physical addresses. For users some, phone numbers, date of birth and occupational info.
That is a lot of personal data to lose given Reputation.com's supposed to be opening a data privacy vault this year.[1] The founder gave interview to Fox March 1st describing Reputation.com's move into vendor relationship management.[2]
Advocates for personal data vaults / VRM business model[3][4] like Reputation.com and Personal.com stress that personal data is mishandled today, especially by data brokers. Thus it must be particularly frustrating for Reputation.com to be directly involved in a data breach.