There is no doubt that masterful branding of the bug helped with patching of vulnerable systems in this case. It is not at all clear that the trend it will surely start will be a good thing. Marketing does improve visibility. But it also, inherently obscures the truth. Even in this case: some people on HN don't know that it was a Google researcher who first discovered/reported the bug; the actionable/technical information on the bug was hidden below the fold because the primary goal of the page was to be a long term marketing tool for the security firms, not the shortest path to patch vulnerable systems. We will see how this trend develops but I would not be surprised if we get more and more marketing with less upside (necessary visibility) and more downsides.