@wdormann the thing I don't get about this whole situation is, if they really are genuine in their plight to make the world a better place (which doesn't not preclude making "paid for" products), I don't see why they can't raise awareness of what they perceive is a critical issue without just dropping the PoC. They're mutually exclusive and plenty of people have successfully done exactly that, while holding back the exact details until later. Sure, other people will poke if given vague direction but the damage and panic is done by making it instantly and easily achievable.
Even with the context continually being given and expanded on, it still feels like nothing more than an excuse for attention to "buy our awesome product" through thinly veiled bragging rights.