The irony is that no “popular” commercial activity on the Pier was allowed before the fire occurred which effectively ended any hopes that it could have been preserved. The Pier may still have been doomed, but no commercial activity basically meant no investor was going to fund its restoration without hope of getting some return on its money. Then the cigarette is proposed as a commercial activity on a woefully optimistic business plan and look where we are now….If you look at the "Who we are page", they're either businessmen or ex-politicians (who more often than not are also quite into business..).
Not a single word about anyone having anything to do with history, cultural preservation or anything else related to what their supposed to do ("inform and eductate about this old pier").
When they sell the artifacts they're supposed to preserve, you might wonder what the purpose is. The real purpose.
(and before someone complains about my foreignhood: should have thought about that before you spent £46m for me to go up and down in this thing...)