Unethical behaviour in the software world has a greater impact than that of the real world, but also in "What scenario were mistakes made?"
Let's look at IObit with Malwarbytes;
After IObit got caught red-handed stealing signatures from Malwarebytes, their WOT reputation immediately plummeted from Green (Trustworthy) to Red (Unsafe). It's took a few years to gain their reputation back, but even today, some claim IObit to be untrustworthy and unsafe for use.
Verdict: scenario had a negative effect.
Now, let's look at Qihoo with VW (Volkswagen);
When the Volkswagen Emissions scandal was revealed, the affected VW car owners were getting what should have been higher rate of road tax for nothing or in a lower band. Currently, last I heard, UK owners are not required to pay a higher road tax. Win-Win for customers.
Qihoo manipulating results in AV Testing, like Volkswagen, has lesser of a negative impact. Their product is still a good product with partnerships with Microsoft, and bolstered with reputable Bitdefender and Avira virus engines to further boost their protection capabilities. Win-Win for customers.
Verdict: scenario had little or no effect on user base.