That will depend on how new the staff is. If it is still just Ken designing games, they won't be too separate. If Ken is the CEO of both companies, ditto. Don't know if they are planning on hiring a developement team. I see your point though.
I guess if you fast forward about 3 years from now and Graffiti has thousands of shareholders all around the world, they might wonder why this SDVI company is getting some of their companies profits. The other side of the coin is that Ken was only talking about giving 10% royalties from video game sales with the Graffiti logo IMO and nothing else. The 10% royalty might end up being less than 1% of total company revenue.