It could be programmed to undo the “like” after a guild change.
A lot of things in life are popularity contests. That’s the point. In fact, that’s what footfall was all about, right? Rewarding the most popular builds so dedicated and exceptional builders would be rewarded also.
By separating the “Likes” into both Beauty and Utility, it allows portal hubs and malls to have an income for operating expenses, and the wonderful, hidden beautiful builds randomly in the world to get appreciation and show up on the leaderboards, so everything isn’t solely the highest prestige build.
Are there downsides? Of course, but the argument isn’t if there are downsides to this, the argument is that this is far friendlier and less likely to create conflict.