No, this isn't because of image or some marketing ploy. She washes it because she is a bit obsessive about neatness. But she denies reports that she refers to herself as a psychoneatnick. This personality foible plays well in the software realm where precision is the key to success. The concept of imperfection is something that Hjorten has thought a lot about.
Software is nothing but being precise.
When it's not precise, it doesn't work right. But the conundrum is that humans, being generally flawed, write imperfect software codes. So, yeah, it's all about neatness. She is also known to be a little tight with a dollar. She says frugality has always been part of the culture of the company, partly because she and her husband were forced to pay for everything themselves.