My guess is he takes the Stephen King approach to marketing. He sells his name as an endorsement, does the bare minimum of marketing and then watches the dollars roll in.
Look at the number of terrible King films / TV series - yet few people would claim he was a bad author. But, once you stick your head out of the fox hole you are bound to get shot at.
I do know one thing, if I'm ever lost in the wilderness I'd be quite happy to have Bear with me, granted if given the choice I'd probably choose Kate Beckinsdale and just hope for the best
Nige