I think that honestly, whatever he does to make money is his business, not mine. I ain't gonna lose respect for someone making money doing something related to what they love, even if they are endorsing less than perfect products. Would those knives work if you were stranded on an island with no other tools? Probably.
Now if his show ends up being an over-commercialized piece of garbage, then I might take some umbrage with the man, but until then, he is still a decent guy, and one of the few that doesn't run all over looking like a meth'd up coke fiend.
The guy is just like any of the rest of us, he has kids to put through school, and bills he has to pay. Good for him for making a quick buck. He went the decent knife route with the Helle knife, I say let the man make a little money selling something that is less than awesome. Besides, as we saw with the Bear Grylls knives, some of them weren't utter crap, and I have actually heard good things about that ultimate survival knife once they got the pommel issues taken care of. Even Bladite can tell you how well the parang chops. So at the end of the day, I say cut the man a little slack and let him make his money. It isn't like it is going to hurt us at all, or take away from what we love and do.