Not a problem as far as I'm concerned. What works...works and the antivirals have actually been proven in multiple FDA independent studies to be the most effective treatment for herpes. No, it's not a cure. There is no cure, but they help a lot. I know from personal experience.
Big pharma? Maybe not so big. Generic acyclovir is off patent so a number of companies are making it and it's a whole lot cheaper than the products that are still under patent.
The antiviral meds are very safe to use as they target a chemical reaction that is very specific to herpes replication and otherwise are relatively inert. Pregnant women even use them.