Makes sense to me. It's why I think I might react too personally on these things at first. Pressure to react Vs time to think with the better reasoning part of the mind. The TNR as a thing was very much an expression of riding for me around 2012-2017 and my take on bikes, events, what riding meant etc. It still is. And someone offering a guided tour along that route makes no difference to that.losing ownership would feel like losing a piece of myself.
I appreciate that might make no sense at all
(bad use of logos, damage to rep by using sub standard alternate routes and blaming the TNR etc may cause damage to sponsorship value somehow but unlikely to go that far and that's another thread)