There is definitely a brand integrity aspect to this but you are making light of what I think is the more significant aspect. What he claims is that this is a test of his own personal financial independence at work. A challenge to the value of being financially independent and the sacrifices required to attain the goal. In his words, "this is really a test of what financial independence is all about." That seems accurate. If he champions himself as financial independent, it would be personally dishonest to then do something undesirable for the sole purpose of further financial gain.

There is brand integrity there, but I think there is also personal integrity and resolve.