I wasn't talking about a boycott, I was talking brand damage. It's entirely possible to put less value in a brand, without boycotting it. Previously I had Ray Ban in the "Makes high-end expensive sunglasses" category, but now I mentally moved them to "Makes stupid smart glasses in collaboration with Facebook". This means that I'm willing to pay less for their products, compared to ten years ago, they are no longer a luxury brand, but a gimmick.

I see what you mean now. But all Luxottica brand name glasses have a big mark-up on a quite cheaply made product. They are better made than what you find on the rack at the supermarket but the perception of luxury comes from marketing.