Can a Company Lose the Spyware Stigma?

Is a company once found guilty of distributing spyware forever guilty in the eyes of consumers, or will a company be forgiven if they change their ways? I’m a member of a variety of discussion lists. One of them recently featured a very heated debate centering on an application historically labeled spyware. The company which makes the app rececntly cleaned up its act. Some anti-spyware tools still label the spyware-free version of the app as evil, in spite of the company’s considerable efforts to make a product that complies with all known rules regarding spyware. If the company truly changed its ways would you use a product formerly perceived as spyware or would you avoid the company forever?