The linked post on Take Take Take is interesting. Magnus Carlsen created a chess.com competitor and eventually sold it to chess.com and became a sponsor. While working as a sponsor he then created a new chess.com competitor.

I'm a Lichess patron and happy to see them get support, but I do feel a bit bad for chess.com in this case. Magnus is such a big figure in chess that organizations like FIDE and chess.com feel they have no choice but to accommodate his whims, but that doesn't come with any guarantees. I hope Lichess does not find themselves in a poor position if Magnus decides to "alter the deal".