Reflz is an anonymous, private honeypot project that mostly focuses on identifying malicious pen testing servers from evil axis origins (think somewhere along the lines of Russia, China, Syria, and North Korea)
We mostly focus on Wordpress and Magento vulnerability discovery and white-hat disclosure. Contrary to your beliefs, we most certainly are not in it for the lulz, nor are we currently providing any services to any businesses, so don't ask.
Nowadays, it's very easy and cheap to deploy stealth dockpots across various mediums such as AWS and Digital Ocean
We believe vendors are humans and make mistakes, but they should be held accountable for fixing their mistakes as soon as possible not because of threatening full disclosure, but because of a mutual, moral responsibility
We love to know who the bad guys are, and most importantly, the organized cyber crime groups they associate with. "Know your enemy and know yourself, find naught in fear for 100 battles. Know yourself but not your enemy, find level of loss and victory. Know thy enemy but not yourself, wallow in defeat every time."