When it comes the price of an ETF, I understand that it reflects the value of the underlying assets.
What happens where a company that issues ETF comes into play on the decision of people whether to buy or not the specific ETF?
Let's say the ETF issuing company develops a "bad reputation" or even goes bankrupt. Or perhaps the competition drives people to buy other equivalent ETFs with lower fees.
Is this a realistic danger or is my thinking incorrect?