H&M were unfortunate in that covid hit and the world went into lockdown just after they did their flounce. They weren't able to get out and about 'building their brand'. People had more serious things to think about, and by the time it was all over, they were a bit yesterday's news.
if they had known what was going to happen, perhaps they'd have delayed their exit, and been seen having Zoom meetings with nhs workers.
Their financial problems could be reduced if they lived in a less expensive house, in a less expensive part of the world. I'm sure the choice of California (and the possibility of mixing with A Listers) was down to Meghan. Harry might well have been happier living on a modest ranch in Canada.