It's just the halo/horns effect. If you think (Tesla|SpaceX) is an innovative company doing some great envelope-pushing stuff then you probably empathise with their engineers more than usual and you're willing to give them a pass. If you think Elon is a (bigoted man-child|burgeoning danger to western democracy) then you probably think negatively about his companies and you're more likely to do the opposite.

At the risk of sounding trite, it's incredibly difficult to form a balanced opinion on any situation because the little lizard brain inside always wants to steer you one way or another.