My initial thought was it was a bit over the top, but theese guys practically live of advertisement/displaying themselves to the public - and with that in mind I definitely think it is understandable.
You guys must not be very business oriented. If you make YOUR LIVING off of your body and your name then why would you not want to get paid for it? Specially Golds now. Its not like its Gold's in the 70's where you know the owner, its a big ass sell out company now. I would sue them too, this is how he pays his bills. How would he be able to retire if he gives his services for free? (images, guest posing, etc.) Its like asking you to do your job for free.