I notice that the power of these new behemoths are a risk to SMEs. Kaseya/Datto/ITGlue/CWM/Automate/Sophos/BG/Sell... These all used to be of a size that could communicate and deal with small business. Far more focus weighted towards enterprise now.
Common, successful marketing: If a brand is poisoned, distance yourself from the name & rebrand. At its extreme, it is used alongside phoenix company tactics.
It works, although a (likely minority) customer portion will keep their finger on the pulse.
And you wouldn't necessarily know where to start.
And you would have the mental hurdles of "where do I start", "who do I listen to", etc.