“Infamous” short sellers play a big part in public market ethics after all - contrary to current Reddit sentiment. The real villains hide behind anonymous forums like WSB, using social media media to pump and dump stocks and change the public narrative.
Hindenburg also published this piece to emphasize the importance and dispel the negativity of short sellers https://hindenburgresearch.com/clover/
If the entire market doesn't care, as it shouldn't, then its merely informative and helps more investors be aware of the great revenue printer.
If the market freaks out because they think others will freak out, those traders are the stupid ones and Hindenburg played the gullible people.
From what I read, the money losing company will likely have some brand conscious companies disassociate, while the money winning company will continue printing revenue.
To abstract it a bit for the sake of argument: the police profit from policing, and can continue to do so as long as it remains a societal net good -- if it tips into nepotism then of course it should be corrected.
I view these sorts of firms as a mechanism of reversion to the mean.
If they profit from it, good for them.
Contrast this shorting behavior with massive scale market manipulation done by some multinational powerhouses with strong political connections.
In the absence of any meaningful regulation/enforcement by the FTC/DOJ/SEC/etc, these mechanisms are what the world is left with. Kind of like class action lawsuits, I would prefer a better mechanism, but at least it provides some mechanism to combat these things.