I think the 50k$ bonuses play a huge part.Might be the athlete more than the promotion.
The Ruotolo boys and Mikey are always like this. Danielle Kelly too.
BJJ tournaments could benefit from the more aggressive stalling penalties of ADCC (mostly in standup), but One goes out of their way to curate exciting grapplers.
I wondered if it helped by bringing in guys from other sports to be ONE's sacrificial lambs.
But then I remembered Schaub v Cyborg.