i guess his reputation is hurt a bit but for me atleast, the customer never knows my full name until they get a card (but it could have any variation of a last name if needed) so the chance of them hearing about this is slim.
when i use a service i never google the company, i find them on google, like the look, give them a call and decide when meeting if i go ahead. any of the companies i've ever used could easily have the same done to them but i'd never know nor would i care.