I don’t think it’s very small. Those pictures are pretty disturbing and anybody who has seen them would probably rather not be in a position to cheer for him. Yes the Viking only pulled him because of the money, but it’s a business, it exists to make money. People get to moral judgements, and sometimes that gets to direct our spending, which helps businesses figure out the correct path.
And weren't they taken a week after the punishment (i.e. he still had those injuries that long after)?