The way they are trying to make their new boy groups seems huge by selling gazillion album version at cheap price is just amazing. For how long can they maintain it?
Now it is no secret that Ikon and the most infamous example of how YG's "fake it to make it" failed. Winner didn't get particularly big either, but at least they got a pretty decent recognition in Korea. However Ikon with all that push and mediaplay didn't make any waves, neither in Korea, nor outside. No matter how many times YG tried to paint them as the next huge thing, it didn't bring any results. Even hit songs didn't help.
Now this brings us to Hybe and their Enhypen. Nobody seems to care about this group yet they are multimillion seller. TXT is more like Winner, they are successful but they aren't an industry leading boy group. Now you are gonna say "But Dreamer, look at all those concerts, are they bots?". Well didn't Ikon have like a Dome concert? Didn't they also tour a lot? The question here is how. YG was baiting a lot of VIPs in Japan into Ikon concerts, meanwhile Hybe bgs massively baits Armys. That will only work until a certain point. For now Stray Kids have a very comfortable lead while Ateez is basically competing with both Hybe groups as equal and beating them in certain areas. That's obviously not on par with Hybe's expectations.