PlayStation Network hacked, data stolen: how badly is Sony hurt?

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Sony has announced the bad news: hackers have your personal data, and they may have your credit card information as well. From Ars Technica:
Now it's time for the questions, such as how much this breach and the bad PR attached to it will hurt Sony, and how long the company knew the data was in the hands of the hackers before sharing that information with customers. While it doesn't look like Sony will be liable in any legal sense for holding back information, this black eye won't soon go away.
PlayStation Network hacked, data stolen: how badly is Sony hurt?