I think there's a bit of exaggeration in terms of his contribution to signing Coca-Cola... swearing on the podium, and a negative public attitude aren't too good, though at the same time his fan collective could well be something that Coca-Cola took into consideration. The fact Burn is largely promoted in Scandinavia (I think... I could be wrong) and Kimi has a massive fan base that they might want to tap into?
I think Lotus would still have surprised many, afterall 3 podiums from RoGro isn't anything to sniff at, given Perez's sudden stardom for the same amount of podiums and similar crash tendencies at the moment, and arguably RoGro has shown more natural speed from time to time. But the fact Kimi has put RoGro in the shade this year has made people think without him Lotus would be absolutely nowhere. Even if they had two RoGro's, they'd be on 200 points as a team, and in exactly the same position in the WCC. Kimi has just dragged them slightly closer to McLaren (nothing to sniff at mind you).
My point is, people seem to overestimate Kimi's importance to the team, as though they'd be nowhere without him. Yes he's important, like any star driver, but he hasn't made THAT big a difference I don't think. If anything actually, Lotus has had more grief since Kimi's been there, given his fan-base's cries of favouritism and mediocracy any time he didn't win a race or got a strategy wrong (not all fans I know, just some of the things I've seen on the forums... bloody armchair experts hehe).
Swearing on the podium, at-least Kimi's bit wasn't that controversial that sponsors would think of it as a factor, he is mature enough to understand that it caused a fuss once and he will not do it again. It is not a habit, it hasn't been.
Agreed, if he'd f-bombed like Vettel it may have been different. You never knw actually, swearing on the podium could be seen as 'rebellious' which may fit Burn's 'hardcore energy drink' image or something. Rebellious attitudes can be powerful marketing brands actually. He hasn't made a habit of it at all, and don't think he would, it was far too casual to be a forced effort.