I think he still choreographs for competitive programs because it gets his name out there - how many people really knew his name prior to Lipnitskaia made his Schindler's list program famous. If his name doesn't get out as a great choreographer, who will come to his show unless he has big-name skaters to draw them in (which costs money).
Excatly. As we say it in the states: name sells. Averbukh is a brand of himself already. A new brand, but already a brand.