It is entirely possible that Gov Herbert sees more value in upholding the state's position on public land control, than allowing a trade show to dictate long term state policy. He did sign the resolution despite having known for months that retailers were pulling out.
Herbert has remained consistent that local leadership should have a much larger say in land designation and usage, and drastic changes such as a monument designation should be decided in congress. To go back on that by caving to the OR's demand would be a slap in the face to San Juan County leadership.