If you’ve been following them recently, there is definitely a push behind them now. They’ve recently started having 8-10ish minute competitive matches with established tag teams. And they recently got a squash win for their first ever win.
They are following the same model that many others have that weren’t big names or weren’t brought in to be immediate stars but had potential to get there. We may not all agree that it’s the best route to go but it’s a model that has proven to work to varying levels of success with many others in AEW.
Think like Skye Blue, Julia Hart, Willow, Daniel Garcia, Takeshyta, the Acclaimed, the Gunns, Juice, Big Bill, etc.