I think most little girls would love to dye their hair some crazy bright colors...mine absolutely would have at that age. Would I do it? No.
This dye is temporary, so I don't see what the big hoo-ha is all about. This isn't any different of a concept than the brightly colored hair chalk or the colored hairsprays that girls use.
All I can figure is it must have been a sloooooooow news day where ever this was reported.