I think his controversies have probably improved his bottom line in pretty much every instance.

There's no commissioner who will fine or suspend him for extracurricular shit like this.
He already doesn't have (or rely on) ad revenues to be the richest athlete in the world.
His revenues are directly tied to PPV sales, and it seems like the notoriety = sales formula has yet to fail him.

So as long as decency just isn't that important to him, what are his disincentives? Maybe there's an argument related to long-term profitability, but I'm not sure it's a strong one.