They get all of the sales while the person is popular, and wash their hands when things get too hot, I don't see why they'd change if the math at the end is a net gain

Hmmm yes it does seem like FanDuel, the San Francisco 49ers, Turtle Beach, and other brands that previously affiliated with him like Rogue Company and Call of Duty would follow that logic...one hopes that FanDuel, the San Francisco 49ers, Turtle Beach, and the other brands learn from this.