Everything nowadays is all money and tv rights driven. The literal reason why the olympics at the moment are like at 3am for a lot of people is so that usa get tv rights (I guess it is also in tokyo which is GMT +8, but like there's still events at 3pm in the uk at times).
If you watched the youtubers vs tiktokers event (I have no idea why any one would, but still), the majority just said they were just in it for the money. Straight up didn't even try to hide it. It's all well and good getting new fighters coming in and bring newer viewerships to the sport, but these clowns are just ruining it.