I mean, I could be wrong.
The only other explanation is that this is just Cry For Me pt.2, IE, not a serious release at all.
I feel that western labels were seeing how much money kpop fans can bring in looking at BTS and RR wanted to jump on the bandwagon. Twice are the 3rd most popular kpop group worldwide so were an easy choice.
But what I also feel BTS did, which others don't have in the US, is show immense fandom power. BTS fans promote BTS as well as anyone which is probably a labels wet dream. Kpop fans are so involved that I can imagine labels saw that and thought they don't need to put in that much effort/time/money for promotion or just the general running of things. Nearly every kpop group on a US label has awful promo there yet they get decent results through mass organised fandom power. But that's not enough for 99% of groups to even make a dent in the market.