If Cohen is paying cheeto's slvts hush money from his own pocket, which was their original claim, it isn't difficult to understand why Cohen would be given cheeto's allowance to scam these companies claiming to have access and influence. It is a win-win for cheeto. He doesn't have to pay anything out of his pocket and there is no tie to paying Cohen for the hush money.
Hell, this is what ghetto rappers and their entourages do every day. A rapper will have twenty people on tour with him, half of which have no job or work duty. The bigger the entourage, the more important the rapper appears. But he doesn't want to pay all twenty people for their hotels, food, and salaries. So what makes it worth it for this entourage to travel every day with them? The rapper gives them allowance to capitalize off of his name. An artist is given free tickets by venues at each of their concerts for friends/family. The rapper will ask for more the day of each concert and the tickets are given to the entourage to sell to fans or other scalpers. They are swindling the venue. Fans/girls want to meet the rapper and get a picture, so they reach out to the entourage on social media. The entourage charges the fans for it instead of going through the contracted meet-n-greet arrangement with the company in charge. They are swindling that company. Clothing companies want to get their clothes to the rapper and hope he is photographed wearing their design/brand. The entourage plays the role as the middle-man and keeps the free clothes.
The rapper doesn't have to pay these guys anything. They make money off of swindling people/companies with the rapper's knowledge. If the rapper didn't allow that, he would be forced to either pay these guys or know they wouldn't come along for the ride. cheeto is doing the same thing; allow Cohen to swindle under the guise that his relationship with cheeto will somehow result in an action, allow Cohen to make money from it, then not have to worry about paying Cohen for the things he actually can bill cheeto for doing.