Most likely, people will lose money and they don't care whether it helps fixing bugs or not. I wouldn't care either.
The problem is that if you publish the bug without provoking it, someone might deliberately provoke it later.
Also, as davec point out, if you do it on purpose, most transaction will return on the mempool once the fork is fixed.
However, if you do not provoke it on purpose:
1. More people will be impacted, (because more people will go to the bogus fork with time)
2. The attacker can make a double spend against an exchange, (this time, creating big loss, assuming a fork of more than 6 conf)
Provoking it early and purposely would not necessarily make people loosing money, on the contrary if you rely on "the good faith of the community to not provoke the fork" people will loose money by giving time to an attacker to prepare a double spend attack.
In my opinion, the responsible thing to do would be to do it on testnet. Intentionally forking the mainnet block chain knowing it will likely cost some people money is a pretty crappy thing to do.
My point is the same as with hhanh. If people see that on TestNet, someone will exploit it on MainNet anyway, making more people impacted, and maybe coupled with a double spend attack.
The transaction will end up in the block chain anyways
Not necessarily if an attacker knows how a fork can happen, and planify a double spend against an exchange. (The fork could be more than 6 conf, if it is a bug between 2 versions of bitcoin core widely used)
Provoking it on purpose prevent someone from exploiting it.