You are very correct, to get reputation the new company needs to partake in aggressive promotion of their brand in every social media handle and in the forums such as this one but not every company that promotes sustains their reputation. Some can spend huge amount of money for promotions but one mistake will their reputation within a short period of time. So it is better to have a formidable team that is very reputable such that after you do your promotion there will be no doubt to continue using your site. A scam company like 1x bit do good promotion but still their reputation is bad, so when good customers are coming others are leaving, it is a problem to the company .