OK, here are my Three explanations...
1)I think it is a past employee or a person who had involvement creating the website.
A- They had a backdoor or a password to access the site. They (he/she/them) modified the site with the pathetic ransom note to make it seem like a 15yr old idiot in his mom’s basement hacked in and stole all the info. (poor attempt to throw authorities off)
B- They don’t have any personal info and are pulling a bluff…. WHY? Because clearly it would be easier to sell the info and cover your tracks as others have mentioned, then you may actually get away with this.
So basically I think someone internal logged onto the website made a silly ransom note in hopes they would get an easy payday.
2)He/She/Them really is idiots living in mom’s basement, and is already caught.
3)He/She/Them already sold the info and is pushing their luck to gain another 10mil in ransom.
I am no FBI profiler but this just seems obvious to me …. Someone internal logged onto the website made a silly ransom note in hopes they would get an easy payday, they have no info and are on thier way to prison as we speak.