That isn't the same. You pay people to break your site for you, this bounty program is paying people to find vulnerbilities in commonly used web software like Apache and whatnot. Two completely different things in my opinion.

There is a better service than the one you posted from Australia called Bugcrowd: http://bugcrowd.com - a much better executed implementation of the idea, but still not offering money to people.

Thanks for sharing bugcrowd. Interesting.