It hurt his draft position (potentially) not his profile to the general public. Again, we know these things are true:
-- Shoe companies want a name with upside
-- Some very rare recruits are so big they end up being big names before college (kobe, lebron, etc.)
-- A bunch of kids every year could get deals without going to college
-- We all know the top recruits better than some of our family members (or at least we think we do)
But the last point that seems difficult to convey is just how little the general public knows about recruiting. Obviously Zion Williamson has a huge following on YouTube, but even for him, his profile will absolutely blow up if he starts coming in and dunking all over dudes at Duke. He's known, he could get a shoe deal yesterday -- that we all agree on. But if he windmills a dunk against Carolina at Cameron and the announcers and the place are going insane and it's all over the internet all that stuff -- it legitimizes his stardom. That adds leverage to a contract negotiation for a shoe deal.