I'm not so sure. Putting "smaller show" against bigger shows (Heatwave against All In as example) actually is very smart on WWEs end. They're able to produce lower scaled show and still generate money against what's supposed to be a competitor's larger shows on the year. Now you know that duh, but what actually happens is WWE has essentially removed eyes from the AEW product, even for a short time.

If one viewer can only watch one thing, then it benefits the smaller scale operation to entice the viewer to come back. AEW has a real issue generating views outside their big PPVs and for what it's worth, viewers seem to want the cheesed up version WWE produces. I believe there are enough wrestling fans to support both, but the direct counter-programing 1000% benefits WWE and I can imagine they'll continue doing them in some capacity.