selling is the difference. If you sell to someone, you're opening the market to, well, everyone. If it takes technical expertise to do it, that itself is a sufficient limit for Apple to not really care unless you poke the bear.

Maybe Wired is a sufficiently large distribution that the same thing applies, but if these guys had just released the details, I suspect Apple would just quietly patch stuff along the lines above. Selling it means they poked the bear. With a burning torch.