All of what you say is true, but then there was
http://en.wikipedia.org/wiki/HBGary Security is probably a relative thing, depending on how much they really want to get you.
I should imagine going public wasn't too difficult- it was already known that they were hired by the New York Times to investigate hacking attempts against them.
Investigate and release a public report are two different things. Looks like they gambled that they could win a lot of new business, given that this Chinese hacking is prevalent and their study makes that point even clearer.