1. Giving anyone access to your reputation is inherently bad.
2. Giving some amount of people access to your reputation is OK, but the amount of people big data gives it access to is now magically worse.
(1) is definitely untrue, at least to most people. We all definitely use our knowledge of other's reputations to make judgements, and apply social pressure to make them conform. For instance, if someone you know is a rich snob, or a vehement racist, you won't hang out with them.
(2) seems ad hoc. Why would letting more people know about your reputation magically be worse? Whether someone knows about your reputation should either be bad or not -- it's not dependent on how many other people are aware of your reputation.