I get the impression they bought the company expecting Neistat would allow them to tap into his vlogging audience to spread their political agenda so he would become something like a new-wave news anchor. I expect it went something like this...

Them: "Hey Casey, you should vlog the womans march" Him: "Nah, I'm going to go surfing with my buddies".

I bet this lead to a lot of frustration from both sides when Neistat didn't want to play along.