I have no problems with any player, no matter their ability, trying to make something of themselves on the side, especially as football can be gone tomorrow for all they know, all it takes is one bad injury. So they have some exposure, they are using it to set themselves up for after football.
This whole, x and y ex-player wouldn't have done that, well guess what? Things change in football. Players don't go to pubs after every game getting black out drunk and smoking cigarettes left and right. Things change, deal with it folks.