Great matches (obviously subjective) might get them good ratings or PPV buys (especially post-event buys, where AEW apparently is extremely strong) but by themselves, great matches have never been sufficient for regularly selling live event tickets for national-level wrestling promotions. We have known this since the 1980s, when JCP would debut in a new market, would get an excellent crowd/gate, would tear the house down with amazing matches involving hot crowds that were extremely praised, with great reviews about the event as a whole, and then wouldn't be able to draw flies to shit the next time they went to the market.
You need big stars, wrestlers and angles people are invested in and want to see. Which is why I think it would actually be a mistake to take the title off MJF right now. He is in the hottest, biggest drawing (in terms of ratings and even PPV buys if you include how well All In did on PPV despite the meh build) angle in the promotion.
I know the arguments about how the angle doesn't need/shouldn't involve the world title, but I would counter by arguing: for an upstart, rookie promotion trying to become a permanent successful institution, shouldn't the world title be involved in the most over program? Isn't the biggest, most money-drawing match in AEW right now, babyface MJF defending the title against heel Adam Cole?