Astroglide suffers data breach - this ought to be interesting

BoingBoing, Wired and Homeland Stupidity are reporting that the makers of sex lube Astroglide have suffered a major data breach where over 250,000 customers have had their data stolen. Seems that their customer listing was not adequately protected, and Google was able to spider the customer list, meaning MSN and Yahoo were also able to spider their customer lists. Wired States:

The files indexed by Google contain a total of 263,822 listings, each of which included a name and mailing addresses. No financial information was exposed. A random sampling included privacy conscious entries such as Current Resident and clearly fake entries for President George W. Bush and former Republican Senator Rick Santorum. Possibly less humorous are the tens of thousands of entries from people who used their real names. These included included doctors, programmers, students and a vice chancellor for a prestigious American university. Source: Wired

The good part is now we know at least 263,000 plus people who need a little help, the bad part is now we know 263,000 people plus use this particular brand, competing products marketeers begin your presentation to the masses. Honestly though, they are calling these people to get a reaction, what kind of reaction is someone supposed to give?