Probably positive. Besides the fact that Bitcoin is still small enough that "all publicity is good publicity," it also adds to the perception that Bitcoin is "good money." Plus there must be countries or people who cannot send the money any other way and will be forced to learn Bitcoin in order to get their files back. If there's a virus in the future that requires payment only in Bitcoin, that will make it even stronger. I don't really feel like it'll affect Bitcoin perception negatively anyway, since it's clearly just people wanting bitcoins, which isn't Bitcoin's fault.
Well so was the silk road (people just wanting bitcoins), and that was sort of a disaster.
