That's been a risk since the very beginning, seriously the number of near misses that would have ended nasa if not for absolute pure luck is insane. I'm surprised we've managed to make it this far with such a small mortality rate.
I see it as a big difference when the projects are founded by tax money and a genuine will to explore and evolve.
In this case you bring in lots of extra considerations of making it marketable and "good TV", so you maximize your ad revenue.
I don't think that is such a good idea, it promotes a very short sighted thinking, and "quick fixes".
Space exploration in general is a big risk yes, and because of that, cost might run amok sometimes, and has to be allowed to.
What if the company behind this goes bankrupt?
Well, maybe they can keep the astronauts "hostage", and tell people "well give us money now or these guys will slowly die on live TV".
There is a fine line to walk for the would be astronauts to actually die "for humanity" and not for <Insert Brand Here>.
I do see your point, and that is a good question on what could happen if the funding is suddenly cut, but that would be a risk to any future space colonization endeavors, regardless of how their being funded, what if a government goes to war, it suddenly becomes harder to try and support an extra-terrestrial colony, all you can hope for is that that doesn't happen before the colony is capable of self-sufficiency, and not relying on supply drops.