They could maybe salvage goodwill with genuine corporate soul-searching that ends up asserting/reasserting values -- and leads them to focus on providing trustworthy service to their users, and conspicuously away from some "tech" industry norms of selling out one's users.

As a provider of a paid service, it seems like they're in a better position to take the high road than a lot of tech companies are, but they have to decide that's who they are, and be clear they mean it.