The Markets always decide and they have decided Thomas Cook is no longer a going concern (hence share price of 10p). It would be extremely foolhardy to bet against market sentiment, there is a very good reason the markets have dumped all their shares at a huge loss - the company is bust.
Now, bad publicity will ensure TC's few remaining customers will be scared away and I am sure the company will fold by year end. Its a shame, and I wish my friends in the company good luck. Unfortunately this will not be the last charter operator to fold in the current storm, the business model is just flawed - I wander who will be left standing, probably just one charter group? TUI, maybe?