Musk tarnishing the #fediverse brand via spurious association with wrongdoing is EXACTLY the kind of "reputational anti-halo" that @tstruett, @rwg, @paufder and I warn about in our new article (currently on SSRN):
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4598303
(via @randahl) https://mastodon.social/@randahl/113027540628369816