I think the positives outweigh the negatives with BJ. The one that hurts him the most here is the fact that up until Can-Am paid him he was driving RZRs. His video in the PR didn't really "sell" me on the fact that he truly made this change for anything other than money. Either way, its good that Can-Am is putting budget towards something different. Other than the efforts they put towards racing, the marketing program has been sort of basic. Its good to see them push and begin to do things differently, things that have given Polaris the marketing edge for so long.
BJ Positives:
Baja Champion
Monster Energy Athlete
Big Social Following
Recoil Viral Video Franchise
Friends with Dan Bilzerian
Experienced Off-Road Racer
BJ Negatives:
Puts Foot To Mouth Often on Social Media
Was a Polaris RZR Owner & Fan Prior To Contract With Can-Am (credibility for endorsement?)
He costs $$$$
Off-Road Community Tends to Target BJ Often, LOTS of Haters Within