Obviously the victim isn't the local pizzera its Coinbase. Someone just spent "not very much money" to make them look incredibly bad.

Should be fairly easy to track them down, just analyze the pattern of yellow dots on the color laser print to figure out the make, model, and serial number of the printer making the extortion letters, then contact whichever of coinbase's competitors made those letters and ...

Now if I was thinking a little more clearly I'd figure out how to track them down myself, and let it be known to coinbase's competitor that I'd keep these facts quiet if I was too busy eating pizza bought by, say, 5000 BTC from whichever coinbase competitor made the letters.