You know why artists don't usually accept payment for their work in "exposure", right? Because yes, it's not worthless, but it also doesn't pay the bills. I don't think the people in charge lack imagination - it's that the cost of legal + development work is a real thing that has to be balanced against other costs, while "PR Value" has to be specifically budgeted for.

Disclaimer: again, I'm not defending it - just pointing out that as a regular "grunt" developer I have very little impact on these things.