If you are actively poking around at someone's home and you find an unlocked window, you don't think there is a moral obligation to inform the owner of the security issue? No moral issues if you then find a group of hoodlums down the street and announce that house 123 has an unlocked window?
I can see if you were just driving by and saw the window open, you don't really have any obligation (unless you plan to announce it publicly) but if you are actively seeking out security flaws in someone else's property, not disclosing it to the owner and then announcing it or worse, selling it to potentially bad actors seems morally reprehensible.
The situation is more analogous to discovering that a certain type of door offers no protection, even though it seems to lock. It's perfectly fine to tweet about that, regardless of how many people have that door. The blame lies on the company, not the messenger.
If you're a black hat and you don't give a shit about potential legal ramifications or any injury to anyone (partly because you fear no consequence), there's probably nothing unethical to you about fucking over a bunch of innocent people just so you can "spank" some douchebag management company into following best practices.
If you're a professional, or even a non-douchebag adult, who finds value in the ideal of protecting the innocent customers of a dangerously irresponsible corporation, you would want to work first toward protecting those individuals, and then focus on disciplining the corporation.
If someone goes around the town telling everyone that you leave your door unlocked, while they can't be legally held responsible, they're still morally responsible if someone goes in and steals your stuff armed with that knowledge.
Companies fixing their stuff before that happens is in everyone's best interests at the end of the day - hence responsible disclosure.
That said, coordinated disclosure is the neighborly thing to do, but it's by no means a moral obligation. It would be perfectly fine for the author to tweet about it, for example.