I think they are just trying to poke some interest back into their exchange. There is no point in really following those coins as they'll just be laundered in some way and never be traced back to whoever does cash it out. Unless the culprits surrender the coins, I don't think there is any point in following it anymore.
Damage is already done, so in that regard, there is nothing that they can do to brush up their public image. I am quite skeptic in this situation, but I am 100% supporting any initiative that may lead to people being compensated with coins, and not some worthless token-equity that people can't really do anything with. If these coins end up being "returned" to Bitfinex, then they must be used to compensate users that were subject to a 30% haircut on their balances, as that's the only justifiable action...