>Do people normally report it or not?

if you are reporting it for moral/ethical reasons, but are worried that the company will have a shitty response, report it anonymously to the company and any relevant regulatory bodies.

but most companies, even without a bounty program, are happy to receive reports. a lack of a bounty program isn't really an indicator of how they will treat reporters, as most companies are ill-equipped to have a proper bounty program.

otherwise, and i know this is an unpopular opinion here, but i'm a big advocate of just posting the exploit publicly when a company makes it hard/scary to report it to them.