They have to keep hiring new hotness to keep their momentum. Every new talent is another roll of the dice at finding a new superstar or big SC earner. If new talents are a gacha in terms of results Gen 5 topped out at SR when prior every gen gets at least one SSR. However, no one knows for sure the field is too crowded from Niji resurgence, or if overall hype for more Holos is a diminishing-returns trend diluting the pool Niji style, or if it's the Aloe situation in specific deflated Gen 5's momentum. The latter has to play a huge role I think; Gen 5 was on fucking fire until Aloe, had people debuting at 100k etc. They won't really have a good indicator of outlook until they move on from Gen 5's situation.
As for the
>just give time for the current talents to get popular
argment, that's a mixed bag and hasn't worked for Choco, Mel, Aki, Iofi etc one bit. Arguably it did for Miko as she grinded nonstop daily with streams, but most of the time, trying to force breathing room just is a wasted opportunity instead of new-gen-hotness, if you're waiting around expecting a has-been that hardly streams to suddenly become a motivated, daily force. Niji keeps a revolving door of graduations etc but Cover doesn't. I don't think they need to, when the lagging talents aren't very active in the first place. I'd think that fundamentally, even ones like Mel who made less than $1k in SCs last month probably still pull their weight from memberships, and apparently managers don't cost enough for it to be an overhead problem.