I get the hate for the hats. It's creating a uniform for something which shouldn't have one, but they're paying riders good money, sponsoring events, and not hurting any other skate related brand.
I used to work as a bartender for a good chuck of my adult life and I would always steal the Red Bulls for myself because I'm not paying $3 for a can. I convinced our GM that everyone kept asking me for the sugar free ones, which no one was really, but those are my favorite and I wanted them.