Furry doesn't have to include these things, but it can and does for many. I think this diversity is something to be valued and embraced. The less radical burned furs do have a point in that the label 'furry' should not automatically be associated with the extreme fringes. You've got enough energy to whine about it, you've certainly got enough energy to clear up misconceptions. Yes, so 'furry' has come to have negative connotations.
Sensationalism draws attention, it's the way our culture works.
If you don't like it, then dispel the myth when you come across it. The problem is not zoos and plushophiles who also happen to be furry, the problem is the misconceptions. And if that isn't good enough you can submit an article to the relevant publication or news channel calmly explaining the differences and what furry fandom really is. You know, an editorial objection of some sort. I wouldn't mind half as much if burned furs were merely objecting to being labeled as something they're not, in the interest of accuracy.