When I see the word "honest" (honesty, trustworthy yadda yadda), used to market something, I run (become leery)!

I do love persons that wear their heart on their sleeves, and those th@ are not afraid to 'offend' others (no, not trolls - I did not say insult. I mean those that do not concern themselves with whether or not they should say what they think merely to 'close the sale').
However, that does not mean I will promote them. It simply means I will know, whether or not to promote them, sooner.

I believe people whom are firm in their beliefs (do not sway) are not to be commended, but rather regarded with a cautious eye, and pitied (such as the religious fundamentalists - they do not stray from the path or system of beliefs in front of them, even though the 'light' shines brightest when it is behind them)! Mules, donkeys, pig heads are a few of the terms th@ come to mind when I see those type. Additional pets names are bigots, racists etc!

Although political correctness (PC) is not what you were getting at, IT is merely an extension of politeness, consideration, fairness, and equality etc, not another conspiracy!
Not being PC does not mean your honest, it simply means you do not care if you offend the person/s you are conversing with (and that dogs can not learn new tricks), &/or that you can not be bothered with pleasantries.

Too many are now using the word 'honesty' as a weapon of marketing which has effectively reduce the great power that word &/or concept once had.

Trend is redefining honesty into something that no longer depicts that which it once was … kinda like teen or twink.

Too bad, because it is so dear to me.