This is a brilliant way to win the hearts/minds of consumers. Right? Steal the public's information and then expect them to be on your side:
Consumer: Hey, how did you get my info?
Lulz: Because I stole it.
Consumer: What? Why would you do that?
Lulz: Uhh.... Because I have the skills to do so and Sony sucks?
Consumer: But what do I have to do with any of this?
Lulz: Shut up bitch, you had it coming. NOW HATE SONY!!!
Consumer: Your right, I deserve this. FUCK SONY! Thank you hackers for opening my eyes. Can I have my info back now?
Lulz: Too late it's all over the interwebz.
Consumer: Well, I did deserve that...
/Sarcasm