I'm gonna go against the grain on this one and call it karma whoring. Here's the formula:
1) Pick a company that has been the source of recent controversy.
2) Find a silly security flaw in one of their products that you can make sound serious with a bit of sensationalism. This should be easy to do, because most web apps have a few silly security holes.
3) Inform the company, and when they inevitably assign the silly flaw a low priority, write an inflammatory blog post and submit it to major news aggregators (e.g. news.yc)