I don't think companies care about their reputation at all. Fear for their reputation didn't stop DuPont from knowingly poisoning people. It didn't stop Gerber from selling baby food loaded with dangerous levels of lead and other heavy metals.

Wasn't google caught illegally collecting hundreds of gigabytes of data from wifi networks already? They don't care.

EDIT:

Yep https://www.wired.com/2012/05/google-wifi-fcc-investigation/

Also https://oag.dc.gov/release/ag-racine-leads-bipartisan-coalit...

If you're counting on fear of possible embarrassment or bad press to keep companies honest you're in for a bad time. Legal or not, if something will make a company money, they will do that thing.