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Explore a thought-provoking 17-minute conference talk from USENIX Enigma 2022 that challenges conventional wisdom on cybersecurity investment incentives. Delve into Vaibhav Garg's analysis of seven naturally occurring market incentives driving organizations to invest in cybersecurity, questioning long-held assumptions about uniform business drivers and attack surfaces. Examine case studies across different sectors demonstrating how these incentives have influenced security investments. Consider the implications for cybersecurity public policy interventions and the potential for more effective, sustainable approaches that evolve with stakeholder experiences. Gain insights into the nuanced landscape of cybersecurity economics and the possibility of establishing covenants without regulatory intervention.