He got most of the money Tatu made for his services, so he din't do it from the kindness of his heart. Now if he blew the money away who is to blame? And we don't know for a fact was only him who put the project together. Maybe he was more cunning to drive the others out?
About the image...well, that persistence in publicity seeking stunts as Kate said didn't make things any better. They were screaming for attention and the West got bored of that pretty soon.
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