OK wait, I'm very much a newbie to Pathfinder, so I apologize for my immediately obvious ignorance of the game. I'm assuming this game has character classes of a...shall we say nefarious nature? Thieves, assassins, villains, etc...
If say, someone were of evil intent, but wanted to hide that to better increase his/her ultimate goal, they're not going to be running around with little icons over their heads giving away what were really about are they?
For instance, my good friend Bilbo has secretly hated me for years and has coveted my ring of invisibility to the point of near pathological obsession. He's successfully fought his urge to bash me over the head with a shovel in my sleep, but today we were attacked by goblins. In our heated battle with said creatures, just as I was about to do away with the last of them, he clobbered me over the head with one of the fallens cudgels, and then finished the last one off.
No one was there to witness this, and while this would certainly affect his alignment (no arguement from me on that one) how would it affect his reputation in a negative fashion? If no one is the wiser, than why fault the guilty with something everyone can see to prove his guilt.
I guess what I'm saying is, crime should pay, until of course you get caught. I'm not saying I'd do something like this, I'm just saying don't make life undeservedly bad on those that have gone to the trouble to successfully hide their true nature. Evil, psychopaths, and despots are the spice of life people, and they give good people a reason to struggle, rise up, and do justice upon the guilty.
OK in truth, I've done this...I'd played good characters for years, and then one day my DM dared me to bring an evil character to play in his new campaign. Spurned by his challenge, I rose to the occasion. I created an Anti-Paladin but in the guise of a righteous fighter type. I came to the first day of gaming, and stated to friends that we needed to stop being so suspicious of each others characters, and to prove so I suggested we pass our sheets around the table for...what's the word...transparency? They all of course thought it was a fantastic sign of trust when I tossed my fake character sheet on the table, and thus the ruse began. I of course made careful mental notes of strengths and weaknesses, and began to devise the order that each would meet with their demise.
It was delicious while it lasted, and yes after the third...or was it the fourth party member fell victim to my ways...the last one on the razor edge of a recently won (with the parties unknowing help) Unholy Reaver, I got caught. Well...found out, needless to say...that character is now very hated by the surviving members of that failed (glorious) campaign.