Obviously people do care otherwise clothing companies wouldn't be sponsoring people who attract lots of eyeballs. Nobody gives a crap what I wear because I'm a nobody. I value what people like Aron say about outdoor products because I can't afford to A) buy everything to test and B) spend that much time testing gear. So if he gets a few bucks or free samples for plugging gear he trusts, fine, but just be honest about it. "Yes, I got this for free to test and I really like it compared to X because ..." or "Yes, they're a sponsor of the show and we have a personal relationship. I like their gear and here are some of my thoughts about why it works for me, but may not work someone else...".
Ultimately, whatever "The Gritty Bowmen" is determines how sponsorships should be viewed. If it's just entertainment, then who cares? If the goal is provide an honest expert opinion, then who's paying for it is a legitimate concern because it can muddy the waters. If someone is beholden to a sponsor then they may not be as forthcoming about what their opinion is.
A lot of hunting shows are unwatchable because they're the equivalent of a NASCAR driver - nothing but fluff and logo stickers. "You just blow this here call and spray this magic pixie dust on the ground and the big bucks come running. And this stuff really works! Just send $19.95 for shipping and handling for a free sample. When we return we'll discuss what you can do when you're overrun with 150 inch whitetails from using [insert product here]."