Both Ivanka and PET indicate they don't care about the business. Think they mean it or are they just saying it for effect?

During the "60 minutes interview" Ivanka said that "the country is so much more important than the Trump Brand."
PET says he doesn't care what happens to the business in the wake of the election.

How much of that is for effect and how  much might be sincere? Do you think the magnitude of the job  has sunk in and they are all finally realizing what they are taking on?