They might want Stray kids at the front of the US push now but that isn't going to bring fans over to their new gg, like Twice did in Japan with Nizi. Twice fans spread over to Itzy, Nizi and now NMIXX but based on what I've seen Twice fans didn't spread to Stray Kids at all really. It might have given them additional attention in Japan for example but fandom wise girl group to girl group is much more effective.
Media play does next to nothing for Twice as a group but I can imagine it does what it needs to for current and potential shareholders, especially to sell the viability and potential of their US girl group.
I notice that companies tend to favor boy groups more. Reading the company reports posted in Twitter, I don't even think jype expect a lot from Twice. Twice overperforms in the US but they are enticing the shareholders with SK's potential performance.
Media play brings in eyes to the group. Haters tend to give a group visibility. Since they are more rabid at posting things than the actual fans. I'm really optimistic that this recent mediaplay of success can get Twice a successful comeback. If only jype would let Twice actually promote in variety shows. Let the GP see their faces again.