I have no love for Branson. I have never worked for VS and was never really impressed when I flew with them.
At a meeting at Crawley about ten years ago, I was quite shocked at how openly Virgin managers expressed their dislike for RB. As for the product/service, I have never much cared for it either, and generally opt for competitors, usually BA. However, I don't see why he should be shamed into propping up an unsustainable business. He might run a charity, but he isn't one himself. Businessmen who get emotionally attached to a failing business tend not to stay rich very long (and for sure, RB has in the past, been emotionally attached to VS, and for its brand value, but I suspect he might be approaching an age where he'd rather let it go and enjoy his retirement).