I think it's a marketing ploy. Here's why:
I went to the website www.equifaxsecurity.com and called the number listed 866-447-7559. I had to wait maybe 5 or 6 minutes, but that isn't out of the normal. When asked how I may be helped, I said that I heard about the security breach and I want to know if I've been affected.
Honest to God, her reply was "Uhhhhhhhhh".
So I added "Do I have to be a member of Equifax to be be affected by this?"
Again, she started with "Uhhhhhhhhh, I don't know. Did you go to (the URL above)?
I responded "Yes, that's how I got this phone number."
She said "Well, you'll have to navigate the website to find out."
In too good a mood to climb down her throat, I said "Thanks" and hung up. Then I started clicking links and wouldn't you know, each and every option ultimately led to me having to establish an account.
Screw Equifax. I'm calling my banks tomorrow.