At the end of the day, John Tavares is free to shill any random thing he feels like and it doesn’t really deserve the scrutiny.
I think once players start pushing morally unethical products, narcotics, or financial investments, it becomes a very serious cause of concern and absolutely deserves scrutiny.
At the price this bracelet costs I gotta assume anyone who can afford it probably knows it's bogus. But when these guys start pushing gambling, cryptocurrencies, NFT's, or even just plain old booze, it gets into a shady area. At some point there's a limit where endorsing something would be so utterly morally repulsive they would deserve any and all criticism coming there way.
I guess it's up to you to decide where to draw the line.