Will recall issues hurt Toyota, hybrid sales?

Funky brakes and sticky pedals

So, Toyota has added another few million vehicles to its recall list. Not much of a surprise. With the bad press Toyota has received and the talk of cover-ups a common thread in the LATimes, swift action was inevitable.

The real issue is how much this will these recalls affect Toyota's reputation for producing quality vehicles? Without a number of serious accidents making it to the front pages, will this just end up as a footnote in Toyota's history?

Or, will Toyota take a sales hit? More important, with claims of funky brakes on 2010 Prius hybrids, coupled with these recalls, will interest in Toyota's hybrid vehicles be affected?