I feel like in the SM 2.0 era they wanted to make sure Aespa was the #1 leader of their generation, but now in SM 3.0 era they just want them to compete but not necessarily fight for the top spot.
This could be due to Kakao, who may want IVE to stay #1 for the time being in Korea, while Aespa can dominate in China, while sharing Japan. Makes sense as Wonyoung is huge in Korea and it will be more profitable for them to have the top most popular girl idols in the top most popular girl group, then collect huge CFs fees. Aespa will also be the place holder until they can come out with SMNGG to compete directly with NewJeans.