Is it typical to just present findings and hope to get rewarded? What would the expected reward amount be in similar circumstances where they did pay up? Do companies pay more to prevent articles like this being published? Sorry if these are stupid questions - I know little about this area.
EA doesn't care. They definately should pay and I'd imagine this would be in the high 5 figures or more. Their customers don't care if their code is secure. 99% just want to play Madden.
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