Well they'd look pretty silly trying to pass him off as just another player while their pictures are telling another story.TV rights is the vast majority of it, internet, newspaper and radio deals are much smaller.
I'm not sure Dustin would have all of the endorsements he has if the media wasn't producing copious amount of content about how good he is.
He's not comfortable doing media and that's his personality. They still use his image everywhere to promote the game. It works, so why mess with it unless you have an axe to grind?