Speaking as someone who has a partnership with a company to promote a product I can tell you that the only real "rule" is to not publicly speak about tye company in a poor manner, if I have an issue with something I have a direct line I can call and discuss the issue.
Applying that understanding to this situation the likely hood is that "rule" would all to Thuney who made a poor choice to air his issue in an open public forum. He could have been more nuanced and tactful in how he did it to say hey I have issues and concerns and I have voiced them direct to SDS and left it at that.
We are in an age where creators are getting more and more affiliations and collaborations with companies but are not fully understand that once you do that there are reasonable limits to what is acceptable from one side and not acceptable from the other.
Bottom line is he made statements as a partner to a company and they didn't like how he went about it so they cut ties. That's how it works, if they banned him from playing the game that would be considered excessive but cutting ties for thr working relationship is reasonable in its context