The problem is much deeper than shitcoin users.

Shitcoin creators, specifically Ethereum, maintain a huge marketing department. Their shills did crazy amout of reputation damage to Bitcoin. BTC development was set back years by the bcash incident (which was endorsed by no other than Buterin).

And I expect even more attack after they switch to PoS.

People thought XRP was the #1 banker coin, but in reality the JP Morgan coin is way more successful. The establishment got in earlier than anyone expected and you would be delusional to think they pose no significant threat.