If you think it’s hard being Kelly Bayer Rosmarin or one of her customers this week, spare a thought for readers of the national press, who are suffering severe collective whiplash after seeing the Optus boss go quickly from hero to zero.

As news broke that 10 million customers’ personal data had been compromised, we were told on Friday in our own paper that Bayer Rosmarin “made a courageous and correct call to get in front of the media in a video call that felt strangely intimate and completely open”, while The Australian empathised that the boss “was on the verge of tears when asked how she feels about the data breach occurring under her leadership”.