I am sure they are talking about positive brand building. Sure they are. However, on some occasions some heavy duty brands from US and UK actually reversed the outsourcing services and get them back at their home ground. There are even instances in the Telecom domain, where one player is advertising itself as a brand which does not send customer service function to far off countries.
This article on Economic Times is discussing some different issues altogether. 
The trouble arises on two fronts. First, the brand loses control over itself. Especially in a time when the brand is so much more than the product or service being offered, the brand is living in a glasshouse where all its internal actions are of interest to the consumer.
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