The gang places the company name on a website. If a payment is not forthcoming immediately it then places a small amount of the stolen data on the site as proof. If payment is received the name is removed. The important question is "how can we be sure?" after all what's stopping them from blackmailing again.
https://www.scmagazine.com/home/security-news/ransomware/maze-ransomware-publicly-shaming-victims-into-paying/
https://www.scmagazine.com/home/security-news/ransomware/maze-ransomware-publicly-shaming-victims-into-paying/
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