This is just pure speculation, but it kind of looks like the hacker was being ignored by Snowflake, so they somehow got in touch with Hudson Rock and offered them this promotional opportunity (to break the news, more than the throwaway line in the article) with the goal of retaliating against Snowflake for failing to pay the ransom. And Hudson Rock agreed to play along and hype up the story, presenting it as a bigger breach than it really was. One wonders whether Hudson Rock was the first they went to, or just the first to take them up on the offer.
Are you trying to say that the threat actor is just going up to firms they're trying to extort and telling them lies? Criminals just going around lying to people? Don't they know that's against the law?
