Maybe it wasn't just a case of corporate greed.
It's great publicity to see a Royal in combat, and the Royal family have always put their sons in the military. But perhaps someone decided it wouldn't be a good idea if the Prince died in action. I don't blame the Prince himself, who appears to be a good soldier and perfectly willing, if not eager, to put himself at risk for his country, his comrades, and his own self-respect.
But perhaps some bureaucratic functionary somewhere decided it would not be good PR if he came home maimed, or in a body bag. This way, they can have it both ways.