This is an interesting phenomena to watch. A startup I was involved with years ago considered the use of the TOR network as an added service - mostly using the technology but with a managed set of nodes - to provide something like VPN services. This was very early in the reddit/social media days. I'm curious if it had seen the light of day what sort of press it would have received.
Looking at the amount of pledges they collected, that start-up likely had not, because on Reddit people like Tor. Issue here seems to be about general dishonesty - consequences of which I really think more companies could use to think about.