In this specific situation, people will think, “Oh, it’s just a big, bad corporation. Who cares if they lose money?”
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How are they losing money? They got their sales price.
It was an advertising investment, like any other celebrity sponsorship. If the celebrity doesn’t go through with the contract, he should return the sponsor’s money.
Do you sign contacts with no intent of honoring your word?
No, they didn’t get their sale price. The advertisement value was part of the price.