Stock price is not a great place to look at for these incidents, I believe. It includes people who think the incident means the company is overvalued, people playing against the first, and people who think it matters in general but not for the company survival/customers long term.

In the end, the views may balance out, or even the "I'll make a quick buck shorting / buying on bad news" sentiment may actually raise the price.

(In other words, if "everyone knows" where the price will move today, the price won't move unless something is really affected long-term)