As fretmeister says, good for him; and I would add, "so what?"
Business is tight these days, the industry has changed, and very few manufacturers give away gear these days unless you have a Grammy, and if you do have a name/influence then that is worth something, of course... naive to think otherwise. As well as being a genuinely really nice guy, Mr Miller must be a very astute business man, given the relationship he has evolved with Sire. Good luck to him, and good luck to Mark King too...
And by the way, doesn't nearly every professional sportsman have deals with clothes, footwear, sports equipment brands... I don't know why so many people discuss stuff like that here as though its dirty money and a bad thing... Its just business. Perhaps were all just jealous.