I’m not mad at AEW being a super Indy. That’s better than trying to be a major production like WWE. They wouldn’t be an alternative if they were attempting to replicate WWE..
I think it just gets muddy when their approach seems to be “competing” against WWE all whilst attempting to appeal to the IWC/Indy loyalists (bringing in unknown New Japan guys for one offs, having Indy guys appear randomly with no rhyme or reason, having a million different titles from other promotions defended on your show etc.)
Those 2 business models don’t go hand in hand in my opinion. They’re almost 2 clashing ideas.
You scoop up every big name from the other side and push contrived wars with the biggest show in town, yet you almost refuse to appeal to broader audiences in favor of appealing to a super niche pocket of fans. These dudes have identity issues, but they’re young as a company still. Chalk it up as growing pains