To be exposed as a complete fraud and have your career ended by this, or at least lose the majority of your fanbase.
Rick Ross (the rapper) was Ja Ruled in 2008 mainly due to 50 Cent, it was found out that he was a CO in a prison and had little to no criminal record. Furthermore his "baby mama
" exposed him even further. This almost completely ruined his career, thus he was "Ja Ruled".