Because of the evolving nature of the attacker populace and their adoption of social media and open source mechanisms for crime ware tool development; new threat models are being applied across the board to sites that either had no attention on threat management or were woefully unprepared for the threat models that got focused against them. Hacktivism is indeed an extended threat for information security.
You can be targeted for your business partnerships, role in the supply chain, political leanings, or public position — OR simply to steal CPU cycles/storage from your systems because of your valuable data or simply because you have a common vulnerability. There are a myriad of reasons from the directly criminal to the abstract.
Social media and the traditional media cycles are simply amplifying the damage and drawing attention to the compromises that would not have made the news a few years ago. Web site defacements get linked to conspiracy groups. Large attacker movements get CNN headlines whereas they were basically ignored by most just a short while ago.