Then you don't understand bitcoin's viral growth mechanism. The sensationalism creates awareness for bitcoin, more people learn about it, and some of them become confident in its legitimacy and become adopters.
Demand continues to slowly grow, and if we pass the previous all-time-high, the media will again begin talking about its rising price, exposing what seems like a "get-rich-scheme" to a larger pool of opportunists (who only became aware of bitcoin due to sensationalist news pieces like the Dorian Nakamoto theory and the MtGox collapse). These people jump on board, pushing the price even higher, until we hit a frenzied peak, the price declines (but to a higher low) and the news media proclaims bitcoin dead once again.
This mechanism is simply exposing the human race to the idea of bitcoin: a peer-to-peer electronic cash system. This gives the people of the world many opportunities to decide to participate.