The immoral business behavior seems to be the hackers' motivation, based on what they've written. They sought out to destroy the business. I'm guessing they'll succeed in that.
I know the sample Troy showed may not be representative of the whole, but I think there are a lot of users, outside of tech, that aren't aware of the breach.
There is a comment somewhere -- maybe it's from the article, I can't remember -- expressing surprise that the AM home page doesn't acknowledge the breach at all. I would imagine that they are still receiving signups from folks who aren't following this story.
Those Ashley Madison users that aren't aware of the breach, or with families that are not aware are still possibly going to be targets of people will use the data to blackmail them. That is there may be a large number of AM users who will be made aware of it one way or another. If there is enough personally identifiable information in the dumps, strangers on the internet are going to use it as their personal piggy bank and send mass emails out to threaten whomever they find with black mail. They'll say "Send me $1,000 or I'll tell your spouse" and they'll keep doing it. Apparently home address and phone numbers are in the dumps for some members.
