This represents a big $$$ commitment on their part, and on the part of all that have pulled out. By this time, as close to the show as we are, they are eating alot of money to pull out, without having the income from the show to offset the up-front costs.
It is very unlikely they will get the money back for their booth space, they have already spent money prepping the booth and exhibit materials, booking flights and hotels rooms etc., which may or may not be refundable depending on specific conditions, and their internal people have spent time preparing exhibits, producing print materials, and conducting various marketing efforts related to the show, some of which may be reusable, some not.
And as was mentioned, some vendors, maybe not specifically Ruger, but certainly the more local Mom and Pops, stand to lose significant revenues for the year by backing out of the show.
Check the list and support who you can in your area that pulled out, as well as the bigger companies like Ruger, et al that stood up to the exhibit company/promoters PC supplicating decision.
I still don’t understand the non refundable part of the event agreement. If the promoter changes the rules where you can’t bring a percentage of your legal product how is it still a valid contract?
True enough, but it's not like sales are down right now.