Isn't part of their mission that the reputation shouldn't matter?

Not at all, at least when it comes to their organization and its investments. Their donations to OSS are one thing, but FUTO controls the name and brand of their direct investments like GrayJay and Immich. This makes FUTO a brand and separating a brand from its reputation isn’t something that can be done. FUTO is a company and companies aren’t your friends. They can promise whatever they want, but they are accountable to what they do.

They themselves have put a huge emphasis on their reputation in terms of their OSS donations as well, often at the expense of transparency and the sovereignty of the projects they’re “supporting”, which is actually what the original post we’re commenting on is about. They were caught slipping donations to individual maintainers of projects and not the projects themselves in order to avoid project rules about institutional donors, and then they plastered the name and logo of these projects on their website without permission. They did this to improve their reputation and instill a sense of trust in the community. Doing so in such a shady, under the table way actively undermines trust.

FUTO is an investment company like any other, only with a mission statement of “Don’t worry, we’re one of the good ones, primarily due to INSERT BELIEFS”. Then they act in a way in flagrant contradiction of those beliefs.

Anybody who feels uneasy over this behavior is 100% justified. Anyone’s who’s lived through Apple’s “Monopoly busting underdog” or Google’s “free and open internet for all, don’t be evil” eras doubly so.