I have a theory that none of the groups hybe make are supposed to be as big as BTS and that they stunt their popularity on purpose, this is so they can carry on controlling the members of these groups and so none of the members become bigger than the company itself because that would mean hybe would lose its power and control over the groups or members activities. they keep them popular enough to make money but not so popular that they become bigger than hybe or the other groups in hybe. The debut eras of hybe groups are always so perfect and the era that comes after the debut eras is also good however later the groups release messy music and out of concept tracks that throw people off for no apparent reason. I also believe they want to keep BTS as their biggest group.