FA's team is a representation of what Dill, AVE, and Bill think is cool in skateboarding right now. It is a skateboard company, owned by two iconic skateboarders. This is true of Dill and AVE whether you like them and their skating or not.
Telling shops to sell FA product on location instead of online generally means people go to a skate shop if they want FA product (with the obvious alternative being buying directly from FA).You'd have to conclude that this leads to more people going to a physical store, likely owned by skateboarders, thereby creating opportunities for people to buy other product.
Critique on the boutique style of marketing, piled out riders, and active riders that aren't exactly Ishod is valid. That being said, hating on FA seems like dismissing good in the pursuit of perfection.