Sure. I simply meant that having a useful product and a good company culture will largely control what people say about you. Google is a great example. I'm not sure what they'll be like going forward, but their record since 2000 is pretty stellar. While not as rare as it once was, Google bashing is still uncommon.

On the other hand, if you engage in underhanded business tactics and don't really care about your customers, you'll have a much harder time controlling the public opinion. Microsoft has been fighting this battle for a long time, and sometimes the results are quite comical. See the Seinfeld/Gates commercial for an example.