Earlier quoted context omitted.
Why does it make better business sense?
Because if e.g. you watch a Tool video, the ad rates for you watching a Korn video after that are higher than if you watch a Zeni Geva one. Alternatively, Kesha > Lady Gaga vs. Kesha > Joni James. Unscientific, but it comports with conventional wisdom with regard to fiduciary duties to stockholders.
But why? If I've watched hundreds of Zeni Geva videos over the years, but it's my fifth Tool video, why would I be more likely to click on a ad on a Korn video?