General Discussion

1. They despise him. But have to play along to stay in the good graces.

2. Prior to this, they were looking at a squandered family fortune and looking ways to capitalize on the name. Probably had plans to sell all the assets, even at a loss, just to get something. Now he's using his spot to generate money, they are not going to jeopardize it.

3. Family name. If it becomes too much of an embarrassment they will get laughed out of everywhere.

4. Afraid of what may come out about him. It's going to be a publicity nightmare eventually, better to handle it when he's dead and can't rage and tweet publically anymore.

Personally, I think they will fall off the map afterwards. Change branded properties if kept and sell off the rest. They know the name is now toxic as well as being associated with him. And his "red hat" followers aren't exactly those with significant disposable income. So, drop the name, reorganize the company and just keep a low profile. But for now, milk it for all you can get.