I would rate Bernays' argument on this matter at least an 8, simply based on personal experience. No matter how high you have a corporation ranked in your mind on morals or standards or trustworthiness, all it takes is one bad thing for you to hear that could change your mind drastically. You can compare the situation to how you would feel about a significant other if you two always had a great time together and he/she treated you with respect, but you heard from a friend that he/she cheated on you. That turns the tables a little bit and I think that it is the same way for corporations. I also agree that if something is mysterious about a company, it is embedded into the mind automatically as something negative because most people, as well as myself, believe that if you have nothing to hide, then you shouldn't withhold information.