Sure— nothing that visible will stay untarnished forever. Not to everybody, anyway. Starting out pre-tarnished makes it a lot harder to get enough adoption for a brand to withstand that, especially for an image-focused product. Facebook only had the opportunity to become a sad hot mess because they affected preppy ivy league exclusivity instead of launching as "OpenPorpoisePost.org" or some other FOSSy name. We'd never have heard of H&M had they been named "Tootin' Duds".