Hate to say this but if this sort of sloppiness continues, the bitcoin brand will be trampled so badly it will never get off the ground.
I doubt people are stupid enough to conflate Bitcoin with 3rd party websites that use bitcoins. Maybe a few will, but the success or failure of Bitcoin does not ride on a what a few dumb people do. And Bitcoin does not have a "brand." You could say, and probably meant, "reputation."
Well, some of the most touted features of Bitcoin are that it's anonymous, untracable, and unfettered burdensome mandates like FDIC insurance and PCI-DSS compliance.
In this case, those features mean in all likelihood the thieves won't be traced or punished, the depositors' money won't be returned, and there was no independent auditing to catch crap security practices.
High profile thefts might make people think they don't need the features that Bitcoin is offering.