Personal example: Friend worked for large financial services company in mid-2000s. Company branded themselves as #1, largest, highest volume, etc. They were soon buried in litigation. In particular, several state attorney generals used company as a career stepping-stone for a headline ("State AG Sues XYZ for Millions"), and later settle for something much smaller (i.e. rebated 4 customers). Company also seemed the first stop for negative media about the industry. For them, being branded #1 was expensive.