The idea is to create a perfect pro wrestling promotion. It's the only chance any major promotion has of competing with the promotion so dominant that it's a synonym of professional wrestling.
"What, that WWE stuff?" is the question AEW really wants to change.
It just so happens that this is to be achieved by running through the Don't Do What Donny WWE Does checklist: no f*ck finishes, no scripted promos, no endless rematches, no homogenised in-ring style, no general, stilted weirdness. To become Elite, AEW is attempting to restore that on which pro wrestling was built, leaving no cornerstone unturned.
Key to this - since pro wrestling, reduced, is a star-making business - is that the champions must feel like champions. The idea is to make titles feel like titles, and not props. AEW's entire business model is predicated on everything feeling premium, prestigious, worthy. There are four pay-per-views per year, and the more significant revenue stream of episodic TV functions to sell them.
The big title fight is nothing if the champ is a tentative experiment, an office favourite, or just a plain bust.