Earlier quoted context omitted.
I would imagine the motivation is less about money and more about having fun breaking stuff (and bragging rights). I agree though. Hard to argue that this particular security issue needed any extra attention in order to get it fixed.
One of the biggest root causes of problems in the security industry is that often the only way to make a name for yourself is to cause pain to others. (It's not too hard to convince yourself that those others deserved it.) If you went back in time two years and fixed the Heartbleed bug, no one would be writing newspaper articles about you.
This is hardly something isolated to the security industry. It's human nature. Some person sealing a hole is nowhere near as attention-gathering as a hole leading to a catastrophic flood due to no one realizing that it needs to be sealed.
The potential for something bad to happen doesn't raise anywhere near as much eyebrows as the bad thing actually happening, especially for something as invisible to the average person as a software vulnerability.