Matt, Izar, and Chris discuss the impact of fear, uncertainty, and doubt (FUD) within cybersecurity. FUD is a double-edged sword - while it may drive awareness among consumers, it also leads to decision paralysis or misguided actions due to information overload. The saturation of breach reports and security threats also desensitizes users and blurs the line between vigilant security practices and unnecessary panic. Fear-based security strategies do not foster a secure environment. The proliferation of smart devices and the internet of things (IoT) make many everyday objects potential targets for cyber-attacks. However, media sensationalism surrounds these vulnerabilities, and there is a lack of follow-through in educating consumers about realistic risks and protective measures. This gap underscores the need for reliable sources of cybersecurity info that can cut through the FUD, offering actionable insights rather than contributing to fear. They also explore the practice of weaponizing security in competitive markets. Some companies leverage security breaches, or the lack thereof, to differentiate themselves in the marketplace. These marketing strategies highlight "superior" security features while pointing out competitors' breaches. While such tactics might draw attention to security considerations, they also risk confusing what constitutes meaningful cybersecurity practices. The industry needs to balance competitive advantage with ethical responsibility and consumer education. Who will fill the gap? FOLLOW OUR SOCIAL MEDIA: ➜Twitter: @SecTablePodcast ➜LinkedIn: The Security Table Podcast ➜YouTube: The Security Table YouTube Channel Thanks for Listening!