Here's another thing, which I'm guilty of myself: Too many people want AEW to be too many different things. AEW can't be the spiritual successor to WCW, ECW, JCP, PWG, ROH, Lucha Underground & NJPW all at the same time. Yes, the roster is incredible but I feel like too many different groups of fans from different corners of the world & online want AEW to be one thing & then another, different group want it to be something else & it leads to a lot of bickering. From the jump, just because of The Elite, I feel like AEW was always going to be most similar to PWG. It felt like Cody Rhodes wanted it to be JCP. They also had Kenny Omega at the height of his Japan stardom, so people were wanting NJPW main event style. They also brought in Jericho so people were expecting Sports Entertainment. They brought in Sting, so people wanted some WCW Nostalgia. AEW has always just been trying to wear too many hats & once the initial "oh shit, new wrestling company on national cable television!" charm wore off, it has felt a little bit directionless because they don't really know what direction they're supposed to be going in. They've never really dug out their own direction or been able to say what AEW is.
All of that before even getting to the AEW Vs. WWE tribalism.
They've also had really shitty luck with injuries at terrible times. C.M. Punk, MJF, Adam Cole, etc. & it has thrown wrenches into their plans multiple times, not just at the main event level but when trying to built stuff too.