The release an insecure product.
People tell them it's insecure, and that they don't know what they're doing, and that they should stop.
They make a tweak, and release a new insecure version.
People tell them that it's insecure, and that they don't know what they're doing, and that they should stop.
They make another tweak, and release a new insecure version.
People tell them that it's insecure, and that they don't know what they're doing, and that they should stop.
They make another tweak, and release a new insecure version.
At this point, imagine no-one tells them about any bugs. Does that mean the product is secure? Does that mean people should be using it?
Here's one thread on HN where they get mostly polite advice (https://news.ycombinator.com/item?id=2855257) and the whack-a-mole game of "our software is secure", "here's a bug", tweak "Our software is secure" happens.
Here's a nice article about the hype surrounding cryptocat (which, admittedly, isn't the fault of cryptocat) (http://paranoia.dubfire.net/2012/07/tech-journalists-stop-hy...)