"But a lot of businesses out there don't see the return on investment, they look at it as a liability, and until they can understand that proactive security actually returns, gives them a return on investment, it's still a hard sell for people"

This quote by Kevin Mitnick is referring to the significance of proactive security steps for companies. He is stating that numerous services do not see the worth in investing in proactive security procedures, and rather view it as a cost or liability. He is suggesting that services need to understand that proactive security measures can actually offer a return on investment, and up until they comprehend this, it will be challenging to persuade them to buy these procedures. This is an important message for organizations to consider, as proactive security measures can assist protect their data and systems from malicious actors. Investing in proactive security procedures can help services save money in the long run, as it can help them avoid pricey data breaches and other security events.