I don't blame anyone that wants to do better for their families.
If the Fair Market Value of an endorsement for player X the all of the companies that want him to endorse their products have to pay that rate or beat it.
FJ competitors may not be as good as today. But the barrier to entry and the technical know how is getting lower and cheaper everyday.
Product endorsements sell product or no company would do it. Pay the guys or someone else will.