I think, generally speaking, people accept Zara and Mike's sponsorship deals and I do not recall much, if any, controversy with any magazine deals since Peter and Autumn's wedding. I'm surprised Mike was so frank and open about it, but he obviously didn't dodge the questions!
Yeas and years ago, Princess Anne did an interview with Hello!, so her family's association with that particular magazine goes back a long way.
I do think it's a bit tacky though.
You don't see such deals with other professional sports people in Hello!
It's mostly due to the Royal connection, imo.