They are in business to make money. Brand value and quality are far more nebulous as indicators of value than, say, "We got Brand X to pay us $Y for an ad campaign that will sit in Keynote for the next Z days and will book that revenue on the quarterly results".

The days of leaving revenue opportunities unexploited for some high-minded set of principles or intangibles are over. Line must go up, and population growth in many major markets is flat. When you can't sell to more customers, you have to squeeze the revenue out of the opportunities you do have.