“I hate to be picky but Gerald Ratnor wasn’t a liar or cheat, his problem was that he told the truth!”
You are not being picky at all. The parallel that I was trying to make was that if you come on TV/media & say negative things about your product, staff, management etc, It is akin to a commercial suicide and that was what Gerald Ratner did even though he meant in a tongue & cheek manner, as I cannot believe such a clever man who had taken years to build his reputation would have uttered those words, that he did.
As you probably know that he has not recovered commercially and perhaps it is difficult to quantify in monetary terms. As a result he is now subject of case studies for all the wrong reasons.