When Danny Greg first moved to San Francisco to work at Github in 2012, he used to get high-fives in the street from strangers when he wore his company hoodie.

These days, unless he’s at an investor event, he’s cautious about wearing branded clothing that might indicate he’s a techie. He’s worried about the message it sends.

Greg is one of many people working in tech who are increasingly self-conscious about how the industry – represented by consumer-facing tech titans like Google, Facebook, Amazon, Apple, Twitter and Uber – is perceived: as underregulated, overly powerful companies filled with wealthy tech bros and “brilliant assholes” with little regard for the local communities they occupy. Silicon Valley has taken over from Wall Street as the political bogeyman of choice, turning tech workers – like it or not – into public ambassadors for the 1%.

“I would never say I worked at Facebook,” said one 30-year-old software engineer who left the company last year to pursue an alternative career. Instead, at dinner parties he would give purposefully vague responses and change the subject. “There’s this song and dance you learn to play because people are quick to judge.”

Like Wall Street before, the tech industry is a justifiable punchbag. “MBA jerks used to go and work for Wall Street, now wealthy white geeks go to Stanford and then waltz into a VC or tech firm.”

Gee, my heart bleeds for these guys.