Continuing my "trying door handles on cars or houses" analogy imagine there is a service that has people walking from car to car and from house to house covering whole cities. Then once it compiled a database of which houses/flats/cars tend to be unlocked it made a business out of selling access to that DB. Would you have no moral reservations about that?
Almost everyone is for openness in matters of vulnerabilities in software so companies are forced to fix them, but still most 0day researches give heads up to the companies and shortly later mailing lists about the vulnerabilities they discover before they openly publish all the details including an example exploit. Therefore openness has widely accepted limits. Making a business out of selling information about third parties that are vulnerable is way past those limits.
It'll not force people to do anything, unless by forcing them you mean it will send attackers their way, they will get pwned, their systems screwed and they learn their lesson the hard way. You may well be in favour of this kind of mass education of inept-admins, but I'm not.
As for "whining" about morality, you know humans invented and use it when making decisions because it is useful in preventing conflict. What happens if companies don't give a fuck about morality of their actions? People hurt by them use forceful means to "make things right" in their mind.