The rules have certainly evolved, as has the job and the methodogies but some basic 101 principles remain, one of which is that if you nail your colours that firmly to the mast and are wrong, then it's the firmness of the nailing that gets you roasted. And as bad as being shown up for a fool would be, it's nothing compared to being shown up as a knave that set this all up.
I'm out of that world, and it was never, in my day, quite like it is now, but unless you want to be caught with your tackle hanging out, in a hurricane, you still need to beware the modern evolution of those principles and be careful what you very overtly put your name to.
This all could be a carefully and professionally planned PR smear, and time will tell, but my sense is it's either worthy of a very good dirty tricks outfit, or there's at least a core of truth (which all the best lies need to have, to be credible). I think the art will be in trying to determine where the second stops and the first takes over .... if it does. Putting that a different way, where demonstrable evidence stops, and supposition and inference of what it means starts.
Also, for the smear job then yeah, it needs whoever set it up to benefit bigtime, but that same yardstick is a double-edged sword - if it comes unglued at the seams, the potential for damage to the setter-upperer is big, too.
And that, I think, might be a record mixing of metaphors, even for me in my most whimsical of moments.