The discouraging thing, is that there is probably way too much concern over how to "play" it, rather than solve it.
Maybe not. The typical relationship between Boeing and the FAA is a friendly standoff. The FAA pushes and Boeing pushes back, claiming that the FAA has to abide by its charter to promote aviation. But now they (the FAA) has some ammunition to go in and look around. And while they have Boeing back on their heels, having to deal with a couple of upset customers, they have an opportunity. And not to look at just batteries.
An aviation analyst was interviewed on the radio this morning. In addition to the battery, fuel leak and other problems of the past week, he mentioned the other electrical incidents that the 787 has suffered. And that the FAA will be looking at a possible root cause for all of them. Specifically, a systemic problem in Boeing's engineering process.
Once the customers become dissatisfied with Boeing's performance, this will start to look like the three-way gunfight in The Good, The Bad, and The Ugly.