It need not always have a bad image, but if this is the prevailing TSA viewpoint, it certainly will.

Business school marketing class teach that the most loyal customers an entity can have are those who had a grievance that was promptly and effectively addressed and corrected. Having an "official blogger" make fun of an 8 year old whose mother has tried for 7 years to get him off "the list" is not an example of effective correction of a problem; in fact it has made it worse.

Most of us fly frequently and are aware that there are many TSOs who are effective, efficient and professional, but we are very offended by the many we meet who are not, as we know that in our own businesses those poor performers would be "performance managed" and fired if they did not improve.

By the same token, as frequent flyers we are intensely interested in real security. When the next plane goes down to a terrorist plot, we know that we are far more likely to be on that plane than the once-yearly flyer who parrots "anything for security," but mistakenly believes that Security Theater is keeping him/her safe.