I don't see how two massive profitable companies with more members and locations and revenue are somehow worse as a brand than WeWork because of something as silly as a brand name. Perhaps WeWork is meant for those who look at such superficial details when dealing with office space but it's not the majority.
Anyways whatever brand they had has transformed from asset to liability now when 75% of the valuation evaporated in 2 weeks. An overinflated bubble investment with no serious metrics or leadership is not clearly anything of reference.
On the financial side, yes, there's a tremendous opportunity to be hugely profitable. In 8 years, WeWork is now bigger than IWG after 30 years. Where do you think think the upside lies?