By that logic, we'd never see Coca-Cola, Ford, McDonald's, or Apple commercials. Every company needs to expand their market share. In business, you can't just "cater to your base", especially if your goal is to raise a profit, or if you have to answer to shareholders.
Wrestling companies expand by getting casuals & new viewers interested in their product. It's exactly why TK made such a big deal about an NBA game lead-in last season. He was hoping that many of those basketball fans would become AEW fans (unfortunately, a lot of those fans just clowned fat Jericho on social media).
Appeasing the casuals is the reason AEW keeps bringing in old WWE guys. "The base" is fine watching the Elite do their schtick every week. To attract new viewers, guys like Mile Tyson, Shaq, The Big Show, Y2J, Mark Henry, Snoop Dogg, Sting, Christian, Bryan Danielson, Arn Anderson, Jake The Snake, and CM Punk, whom casuals would be familiar with, need to be added (side note, that name recognition is also the reason that Dana White featured CM Punk, even though he wasn't a good fighter).
Attracting casuals is a part of the wrestling business. Paul E. did it, Bill Watts did it, Vince does it, and Tony Khan is trying to do it.