Dude, it's so easy for companies to do this nowadays. Take a company like Nike SB for example. They have dudes like Theo, Shane, P-Rod and they even have Koston, one of the dudes who've only gotten better with time and is considered one of the greatest. Nike is probably an exception, but when you have as much money as SB had when they started up, it's not really too hard to persuade dudes to join up with an ass-ton of money.