What does Bill Maher know about tariffs or economics or global trade? Probably not enough for people to care what his opinion is.
Tariffs are a consumption tax. They're paid by somebody upon entry into the United States. Either the companies eat the costs immediately, which results in lower profit margins, or they pay them and hike prices. More than likely, companies know that raising prices overnight isn't popular with their customer base, and they will do what they can to absorb the costs -- at first.
But over time, guess what: shrinkflation, inflation, reduced payroll...those are all still on the table. Companies that haven't raised prices or trimmed value yet will eventually do so because they value profits more than anything else. You can't have capitalism without profit.
Bill wasn't wrong about tariffs; he's just wrong about the timing of the impact. He's wrong about tariffs now because he was wrong about the timing of the impact initially.