What's being bought is the PR value, and the marketing value.
Billy Connelly quote
About Billy Connelly
Imperious, choleric, irascible, extreme in everything, with a dissolute imagination the like of which has never been seen, atheistic to the point of fanaticism, there you have me in a nutshell, and kill me again or take me as I am, for I shall not change.
~ Marquis De Sade (June 02, 1740 - December 02, 1814)