I think they have handled the situation horribly. Sure, they could have explored the option to other engines, sure, they could have considered leaving F1 soon if the results are so bad. But to vent it all around just has given them a well deserved 'sore losers' air that is probably damaging the brand much more than winning 4 championships helped it.
It is supposed to be a drink for sportive people* but apparently nobody informed marko&co that sport is about competing, not about winning all the time.
*That is what marketing wants to sell, it is just a poor tasting, overly sweet, deeply unhealthy beverage for mixing with vodka and/or keep truck drivers awake. Mostly.