Cryptography has negative connotations? Like what? Do you mean cryptocurrency by any chance? (If so, it's feasible to practice cryptography without touching cryptocurrency).
- DRM. - Owner-unfriendly device locks (such as manufacturer-controlled secure boot or locked-down OSes). - Inability to audit network traffic from one's own devices, i.e. an IoT device. - Remote attestation, when in opposition to open computing.
I could also see folks seeing the use of cryptography as "having something to hide" - I don't personally agree.
If I correctly understand your point, you're highlighting the importance of perceptions. But I was under the impression that crypto is perceived as good in spite of its unpleasant applications.