I'm sure this has something to do with American networks. Bettman and NBC (??) know that, at this point, US viewers have other priorities in primetime and the game doesn't stand a chance.
So the dream is that inroads will be made in the U.S. market; a fanbase can be built and grow. Maybe down the road, critical mass can be achieved and it can be a proper primetime entity.
It's easy to say they are being dopes and trying to please 6 people at the expense of 6 million but it's not bad thinking from a business standpoint. It's a huge market.
It hasn't worked the last 11,267 attempts - but maybe this will be the one.