As stated in the article -- if the existing 0-day OS X exploits are brought out into the open, it will force Apple to engage with the security community. Also, a contest like this finally puts a little empirical evidence into this (really tiresome) argument about whether OS X is relatively secure or whether Apple has been profiting from security through obscurity. (Personally, I see way more Mac laptops these days at Starbucks than Dells... so I don't buy the obscurity argument.)

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Link to this comment: http://www.securityfocus.com/comments/newsbriefs/468/1876#1876