Image is much less important in business than success.Yeh but it's not quiiiite the same as Luis is it though? He's bitten someone three times now on a pitch. Been publicly condemned and punished for being a racist, also while playing for us. And yep, the last bite (says it all) was on international duty, but most people still viewed him as a Liverpool player. He was often viewed as a Liverpool player who was a racist and someone with a habit of biting people. Not quite the same as those above.
Also bare in mind just how much of a global brand we are now. And just how much money is involved. Image is crucial. Football is a business.