A recent survey about the top 10 most reputable companies and the bottom 10 least reputable companies in Sweden is shown below.. From my viewpoint it clearly reflects a bias toward Swedish companies and a propensity to slam large companies.
For example: I live out in the country. Almost every year I have emailed/written to our electric supplier Vattenfall, to compliment them on the standard of service. We do a 3 year contract with them and when last renewed earlier this year the price was more than 10% LOWER than the previous 3 years contract! If we ever lose supply (winter can be challenging) we get paid compensation by Vattenfall.
For example: McDonalds. I like McD burgers. 100% Swedish Beef. So go buy a Swedish sausage or Swedish produced burger (mainly blended port and beef) and see if you can get anywhere near 100% meat content! McD also trusts young people with it's company, check it out http://www.mcdonalds.se/content/se/jobbet/vi_tror_pa_sveriges_ungdomar.html
For example: to rate Ryanair worse than SAS is pure patriotic humbug. In 25 years of flying within Scandinavia I have never,that's NEVER, had a good experience with SAS.