I don't know if this is a good idea or not. It may be well intentioned and has potential to be awesome but let's be honest Rob Dyrdek's income seems like a bubble that will eventually burst when skateboarding starts to die down again. Let's put it this way, once the money stops coming into Street League it would be cancelled, Rob can't expect his TV show to continue forever and DC is dumping a lot of money into their new program and it could go either way and could end up hurting them in the long run or potentially putting them out of business if it doesn't work. Burton on the other hand has had healthy growth over the past 15-20 years whereas Dyrdek's hype seems to be a bubble. On the other hand this could potentially be really good for Workshop and DNA because it will make them 'sovereign'(pun intended) as others pointed out though, Monster and DC collaborations would be almost guaranteed which would be awful. If the Dyrdek bubble bursts it could hurt the brand, then again they could always sell again to someone else but it seems Burton has worked well.