Their 'minds' work in very mysterious ways. Why would the publicity of being plastered all over the tabs day after day be 'bad' for his reputation in the run up to the next series? It's not as if he's being outed as a serial killer - he and Nadiya are just being touted as the great romance of Strictly. I suppose it would be 'bad' in the sense that it pretty much knocks on the head any showmances with their celebs this time round, which may save Kai from the hoard of rabid shippers - result!
The funniest is their outrage that a group of pros went to the latest award show to rep SCD and didn't take any celebs from last series (now nearly a year ago!) - ie their beloved AJ - as if they simply don't understand that the pros are under contract to do this sh*t and the celebs from last year most certainly are not.