Sure, the riders are doing what they love, and they’d be doing it anyway, but once you plaster your logo all over their terrain and clothes, you’re getting them to sell your product by literally risking their necks. Must be harder to back out of a run when you know there’s a global audience watching.
Feels like exploitation to me.
I’d feel way more comfortable about this event if they were upfront about what commercial and safety arrangements each of the riders has (plus all of the insurance and aftercare). At least with F1 you know the drivers are all insanely rich, and they bang on about safety all the time.