The unfortunate truth of doing the right thing. Also, correct me if I'm wrong but there are too many bad things out there and companies can't give 1 million bounty for stuff like that. I'm sure they could but in the long run, wouldn't it be unsustainable?
Pay next to nothing every time, accept one financially-depressed researcher sale to blackhats causing tremendous business disruption every n years. Cheaper than honest payouts to [keep] researchers [honest]? Keep paying chump change. (Booo)
No more unsustainable than these companies already are by default. The bounty should have been proportionate to how important and pressing the findings were.