you can reduce the costs of infosec consulting by combining it with bug-bounties.
The more prominent the brand/company the more people will want to find vulns. Especially when you're not the Pentagon or Apple but some no-name vendor nobody ever heard of. In that case you won't get the same value out of it. They're not a replacement for regular professional security audits. Really crucial for small firms who think they solve all problems with a bug-bounty[0].
The "market" currently dictating the amounts offered in bounties doesn't really reflect level of risk[1] associated with vulns. And IMO never will.
Bug-bounties aren't new, but the professional way and scale in which they're organized is new (crowd-sourcing really works here). So I'm pretty excited to see how this evolves.
[0]: http://risky.biz/RB406