The GTA VI leaks are breaking the internet. Security researchers have seen this before.

Grand Theft Auto VI, widely heralded as the game event of the decade, took a significant hit last week after a cybercriminal sent much of the internet into pandemonium after publishing gameplay footage a week before the game’s publisher planned to reveal core portions of the game to the public.

The files posted by the online persona “CyberLeek” indicate either a hacker had direct access to Rockstar Games’ most sensitive systems or was given proprietary data by an insider, eventually becoming one of the highest-profile data extortion attacks of the year — a vexing, almost-daily occurrence hitting industries of all types.

While most data extortion attacks rattle companies due to regulatory or privacy concerns, this particular incident has caused an outsized response from Rockstar’s parent company, Take-Two Interactive Software, because it has an audience.