Reputation is a core concept in building trust in human relations, that we have subconsciously transferred to brands.

Since the dawn of time, both humans and brands are trying to fake their reputation. For instance in the old days, when communication wasn't as fast, con artists used to travel a lot, allowing them to start over after ruining their reputation.

I think for many of us it gives an innate sense of disgust because it goes agains the core of human relationships.