I am forever amused that the word to Hoover comes from a brand that did just that to its customers and then was in turn Hoovered by its customers, the courts………I read a book once- and I wish to HELL I could recall the title, that talked about how you (your brand, company, etc) could be made eternally famous by one massive, massive mistake. Monica Lewinsky comes to mind. There are plenty. Good PR campaigns cannot make over the lasting indelible impression of massive stupidity, greed, bad judgment…..