I blame it on the Austo-Hungarian empire who oppressed the Serbs, and for the moron prince to parade around occupied territory without much protection.
I wonder how America would react if, say, the Cuban secret service had a hand in assassinating G. W. Bush. If anything I blame the Austrians for not acting fast enough in July 1914 and letting this turn into an international crisis.
Also I think we've come to see Serbian nationalists and their myth that the Austrian-Hungarian Empire "suppressed" the Serbs (actually meaning: was in the way of establishing a Greater Serbia, later named Yugoslavia) in a different light since the Serbian genocidal wars in Bosnia and Kosovo. Serbia is much smaller today than it was in 1914.
I agree with you however that Franz Ferdinand was pretty reckless in parading through Sarajevo on Vidov Dan day (anniversary of the battle of Kosovo Polje, where the Turks destroyed the Serbian nobility).
The memorial to Gavrilo Princip (concrete footsteps in the pavement where he shot the archduke and his wife) is gone today, BTW. It was ripped out by Bosnians while Sarajevo was under Serbian siege in the early 90s...