they've been doing this since a long time, it was only more intensified this time around, because they knew there was a risk of this happening.
just look at how Grand Nova was talking about AAZ. Last December he kept saying he has messed TZH up, just a few weeks ago he called him "kameena insaan" for hiring Priyanka.
if this is the amount of respect they have for this biggest hits and biggest directors, then just imagine how they would treat anyone who doesn't give him big hits.
it's a win-win scenario. if it flops, they can say we know all along, and if it's a hit, they'll say "wow, bhai ka jalwa"