I think it's less that they have never heard of it and more that they are one level farther removed from being influenced by average people. "Twitter bad. Don'

I think it's less that they have never heard of it and more that they are one level farther removed from being influenced by average people. "Twitter bad. Don't use." is a much easier sell than "Salesforce bad. Other company uses Saleforce so it's transitively bad. Don't use other company."