Yeah, movie star is one of those things where it totally matters what you do off the clock, especially in public. Like spokesperson (those Alamo car rental ads featuring OJ Simpson got pulled pretty quick!), or politician. Plus, Paramount claimed Tom's antics were losing them money, because potential moviegoers were turned off enough by it to not buy a ticket they otherwise would have. I've heard enough people say they won't see something because they dislike an actor personally (sometimes even saying, "even though (s)he's really good") that I believe it. Plus, Tom Cruise is an ass, and it's always nice when asses get their comeuppance, however it comes about.