Some of them "roll" their business over every few years - starting a new company, transferring to it all assets (and maybe some liabilities), rehiring the worke

Some of them "roll" their business over every few years - starting a new company, transferring to it all assets (and maybe some liabilities), rehiring the workers, and then shutting down the old company. This way they get a new name and reputation as often as most people get a new house.