I think it's game over for them, the cat is out of the bag for good.
With the PSP Sony constantly put out new updated firmwares without any apparant reason why you should upgrade to it. Most of them said something like improvements and intellectual property mumbo jumbo.
(Un)fortunately, the people who did upgrade, could still downgrade. And the people who didn't upgrade just waited a few months until people like DarkAlex came out with a newly hacked firmware.
When some binary file gets pwned, usually all versions get pwned. Sure, Sony will patch it. Others will unpatch it again.
It strikes me that usually there are just a few groups of people in the world which have found the ultimate knowledge about some consoles firmware, but nobody else gets to know it.