

Not just French companies, companies in multiple EU countries (from the article). And it’s only applicable if they want to do business with the US. This behaviour is pretty normal for them - they used to have policies about not buying from companies that used child labour, or didn’t enforce DEI etc. They’re just enforcing a different set of standards for their suppliers now.
I’m not saying it’s not messed up, just that it’s not unusual and shouldn’t surprise anyone.
As an Australian living in Canada, I’m far from an expert on this stuff, but it seems to me the main benefit of something like this is visibility - he had (I believe) 10s of millions of views over the various platforms it was streaming on. Hopefully some of those people were not previously engaged and now are. It’s a start.