Well, being a professional e-athlete means being an entertainer first and foremost. Everything you do and say is supposed to maximize the amount of money made for you, people who manage you, and the sport. Just like in physical sports.

In this case, the player violated this on their own accord. As right as this was, no surprise it made the business people unhappy. 'stronglikedan is correct in saying it's pretty much like misappropriation of company resources.

(In other news: entertainment is fake to the core. It's not about the game, it's about making money.)

But I also think it's 100% fair for the audience to be angry about this. It's a free market, and if people don't express their morality and/or politics through ways that impact the profits of the offenders, the market will not take those morals and politics into account. Bad press is a market signal too.