It's not like McMorris couldn't go to any other company, or surpass white as the "golden goose"
Shaun White is worth more than the entire rest of the Burton team put together from a pure dollars standpoint. McMorris has decent marketability but White's Olympic credentials is what makes him worth mainstream $$ to Burton. Love him or hate him, that's a fact and no other rider brings that kind of mainstream interest to Burton.
McMorris could probably go to K2/Ride, Salomon or any of the other teams that can sling contracts similar to what he has now but I don't think he'd ever make as much money as if he stayed with Burton global.