Certainly enough people dig today's bodybuilders or they wouldn't have the careers they have, especially in light of the aforementioned lack of mainstream press. Heath isn't getting $200,000 for winning the O, if there isn't a substantial audience that like his look.
Money isnt just generated from ticket sales at shows, its the judges who like his look, its also the judges who like Branches look, two bodybuilders a country mile apart but winning shows.
The IFBB markets them both to make money from two sets of opposing fans.
Look at premiership football
The wage bills for the clubs far exceeds ticket sales, so where does the money come from, its merchandise, shirt sales, sponsorships advertising.
Clubs signing David Beckham in his latter years couldnt give a fuck if he could play, they just put out a "Beckham" shirt and raked in the money.