The only reason these things work today is because of a lack of urgency. I mean, when this starts happening every week, people will call for regulation, it may take a few years to get it sorted out politically, then another few before the policy catches up, and things like this won't be possible any more.
In the mean time, the damage done is relatively small. Yes it sucks for some online merchants, but let's not blow this out of proportion.
I remember 10 years ago there was a 'digital sit in' (the term 'ddos' didn't exist yet) on my at that time employer's website. There were camera crews coming in, interviewing our CEO's, it was big news. In reality, the effect was minor; averaged over the few days around it, the loss of sales was not even statistically significant.