The Cumins model, as a business, wasn’t sustainable mate. They might have had upfront cash but had no assets and no guarantees for future proofing. No collateral. It doesn’t matter what an individual has in that regard, NRL have learnt from Searle and from Tinkler. So that does not apply.
They disregarded a simple brief, failed to communicate with the people making decisions, brought in people into the fold that they were explicitly advised not to bring in.
Perhaps his heart was in the right place but the self proclaimed commercial beast in Cumins came out looking like a commercial kitten.