Stolen identities are without doubt the biggest challenge facing the cyber security industry and as we now know from this Uber attack, the cost to both businesses and professionals is escalating. What does this do for Uber's reputation and how will it impact the head of security who lost his job as a result of the breach? The consequences of stolen identities are getting very personal and is it time for the cyber security industry to accept that this is a sign of the times and that a different approach is required?