While ORM is all about controlling your public image online, what you have to remember is that all the positivity in the world can be instantly erased by a single instance of negativity if it gets out of control. Businesses have lost money and customers over negative reputation indicators online. In some cases, these businesses were never able to recover and had to file for bankruptcy.
This massive damage potential of a negative online reputation is what makes reputation management services so important these days. Being able to handle negative situations quickly and efficiently can keep your life and/or your business from crumbling down around you