Bill Cosby is a household name, once associated with a long and illustrious career, now with an infamous string of sexual assault allegations dating as far back as 1965. After new rape charges arose in late 2014 and became the subject of pop-culture discussion, TVLand dropped The Cosby Show from its rerun schedule and Netflix postponed a Cosby comedy special. A sitcom he had in development was canned. Notably, Cosby had weathered such accusations for decades without losing the support of networks and business partners. This time has been different.

University of Texas-Austin sociology professor Ari Adut lends his thoughts in a New York Times article. When public knowledge about a scandal is limited rather than widespread, entertainment businesses are less likely to take action. Once an allegation leveled against a public figure and becomes common knowledge, though, businesses are compelled to respond: “[w]hen everyone knows that everyone else knows about the claim (and so on), society can judge people and groups that do not act on that knowledge.” So, though rape and assault accusations had followed Cosby for nearly a half-century, the latest set of allegations have been hotly discussed in the media, and groups like Netflix moved to distance themselves from the performer so as to avoid public perceptions of Inaction.

This sociological explanation for how businesses assess public opinion regarding scandals and act accordingly helps us understand many other occurrences in the entertainment industry. For example, after actor Charlie Sheen had a run-in with the NYPD regarding drugs in 2010, CBS soon dropped the star from Two and a Half Men, despite the fact that Sheen had notoriously faced drug issues before. Once Sheen’s 2010 crime became public knowledge, the axe fell swiftly. For the famous, what the public doesn’t know—or mobilize around—needn’t be a worry. When it hits the front pages, though, anything from “dirty laundry” to felony assault is likely to tarnish a even a star’s brand image (and paychecks).