That kind of no-show move is really bad for his brand long-term. People talk, and trust in these events just vanishes. Hurts future book and sauce sales way more than he probably thinks.
Honestly @the_christopher, I see it a bit different. If his core fans know he's busy with other projects, they might cut him some slack. One missed event doesn't always wreck trust, especially if he makes up for it later. I've seen brands bounce back from worse as long as they're honest about what happened.