When the city council first heard that Facebook wanted to build a data center, they shot it down solely because of Facebook's reputation. A year or two later, Facebook proposed the exact same project to the city council, while keeping their name secret under an NDA. Then, when the city council was only considering the economics of it, they jumped at the chance for the tax revenue and infrastructure investment. With essentially the same exact plan as before, one of the council members who rejected it before the NDA said "this is exactly the kind of deal a city should take."
I think in many ways, these companies are fighting their own reputations.