The marketing culture for announcing hardware exploits is so strange to me. The norm seems to be getting a custom domain, logos, demos, an FAQ... why do all this instead of just reporting the exploit and releasing a paper?
I know it's kind of goofy, but I don't really see the downside to it.
Definitely not just hardware exploits though. Look at heartbleed for example. It's been going on a long time. Hardware exploits are just so much more widely applicable hence the interest to researchers.
It is difficult to prove their effort. One security-related bug removes everything, even if it happened only once in 10 years in 1 million line code base.