How is this "embarrassing"?
What's embarrassing is that some people in this thread, don't know what Capitalism is.
EA, Activision, Konami, Gearbox - any publisher, or developer could do this, at *any* time. It is just that currently, they decide not to.
If Angry Joe doesn't like it, he should set up an institution, with other Let's Players and YouTube broadcasters, form of set of rules that you want developers and publishers to follow, and negotiate with them, to be paid through that institution.
If it is independent of these developers and publishers, that will give you the most control.
He should stop relying on YouTube, and then complaining.
Lastly, to everyone in this thread, if you can't think of anything constructive to say, in response to this, then don't bother.