I would hope the general response by tech journalists to Mac Malware is an inquisitive one. It's certainly my reaction, since it is still a fairly unique occurrence.
Macs and Malware are an annoying thing to read about because you have to dig through so much Pro/Anti Apple uselessness to figure out even the most basic information about the malware, like "what's it doing?" or "how do I know I'm infected?". I think when I read this on /. initially, it wasn't until ~ the 200th comment that someone posted the F-secure update on the malware which was really informative. The original article was a very brief description of what the malware did and then a doomsday prophecy for OS X.
Obviously, this is anecdotal, but the concerns that the users I support have are less "Pfft, My mac is invulnerable" and more "Does this affect us?". There was so little actual data on the malware that most of my users just heard second-hand from the few vocal anti-Apple folk on our campus about how the OS X sky was falling.
Apple does have some growing to do with security, but I think that the security community and the tech community in general needs to grow up a little when reporting on OS X. I get it -- Apple's old marketing is coming back to bite them in the ass, and it's an embarrassment that makes for a phenomenal opportunity to make fun of Apple. But if you're a security firm breaking a story on malware, you should probably start with just the facts, and leave the jabs to an editorial. As it stands, pretty much any Mac malware has a script:
1. Declare something has been found
2. Provide the known number of infections, strongly suggest it's far greater (without any evidence thereof)
3. Declare this a sign of the end of OS X's innocence
4. Say how OS X has enjoyed a period of invulnerability due to marketshare, and that period is now gone as we expect to see more and more malware infections just like this one.
5. Repost the same story 9 months later when another mild infection occurs, update the story to use the new infection name.
6 million is a decent number of Macs, and it's really frustrating to know that they are being targeted now. So let's change the style of reporting to something actually useful instead of the same rehashed doomsday prophecies OS X has been getting for the last 4 years.