I actually think the reality show is a great opportunity for people to really make up their own minds.
As pp have said, all information currently available about H&M has a negative media spin on it, including apparently their engagement interview, social media and website statements. This has meant that we are seeing information with a negative bias and therefore H&M do not get a fair judgement.
As they will be producing their own show, we can all make our own unbiased assessment of their behaviour and will no longer be criticised for eg believing the daily mail.