Always assume the money you use to buy a game pays for a Ferrari.
If you want to support a game, you invest money, not buy a retail product.
Even though the thread has moved on, I still wanted to address this point.
As a shareholder (not of Frontier, but of a few non-game related companies), if I find out that the business management are using company revenue (outside of what they receive in salaries) to buy themselves luxuries, I would not be happy at all.
I want to see them reinvest profits back into the company, expanding their product lines while also improving their current products, thus increasing the revenue and growing the company. In Frontier's case, expanding product lines would naturally mean creating additional games as well as improving their current offerings via DLCs.
With that in mind, assuming a company is delivering a legitimate product and is not being mismanaged, buying the retail product actually is the best way to support a game franchise. The more successful a product is for the parent company, the more resources are likely to be devoted to that product.
As a consumer, I have no interest in the other games Frontier provide, but I do enjoy playing Elite. It's the only game I play consistently and the experience Elite provides in VR is the primary reason why. Because of this, I've bought ship kits and repaints to help support the franchise, which is something I've never even considered with any other game.
To see VR support being discontinued going into the "New Era" is definitely a disappointment. I'll wait and see before making a final decision, but without VR support it is very unlikely I will have any interest in buying Odyssey when it's released.
I'm glad to see that Horizons will still support VR, however if it doesn't receive new content to keep it fresh, it's likely the "old era" of Horizons will die off as time goes by, taking many VR users and their support with it. With the latest news regarding VR in Elite, I'm not very inclined to spend additional money on Elite unless I know future updates are relevant to me. If enough players feel the same, it will hurt the playerbase as a whole.