Looks from the article like it was stolen by infecting the PC of a third party analytics firm user who had privileged access to Hot Topics snowflake data warehouses and didn’t have MFA enabled. That is just inexcusable in this day and age and $100k is a small price for Hot Topics snowflake to pay for that fuck up (assuming the bad actor actually follows through and doesn’t sell the data if HT pays the price set). Pro tip (or really amateur tip), MFA all the things. Even SMS based MFA is better than no MFA even though it’s not ideal.