You post was observant. Like they say there is no such thing as bad publicity. This may well have been a stunt dreamed up by Colbert and Branson. Note there would be nearly ZERO free press for Branson’s new airline absent the controversy. But here we are.
Colbert gets a "rep" for a tune-in factor, and Branson gets to have everybody asking "why wouldn't Colbert let you talk about your new, low-cost airline?