They had something good going with Joe and his "King of Television" monster heel gimmick. They could of ran with that for 6 months, building up Joe as unstoppable.
I think a big part of that is that the ROH streaming service is supposed to happen in the next month or so (if rumours are correct). If that's the case, they're probably putting AEW titles on AEW guys, and separating the two franchises a bit for the launch. Samoa Joe is going to be one of the faces of the franchise for the new ROH, so while he may get a little AEW crossover, they want him to be known as an ROH guy. There's a few other people I expect to get shifted over once it launches (Claudio and Yuta, the BCC will have representation in both franchises. Athena, The Kingdom, The Embassy though that's died down a bit on AEW TV, Bandido. Wouldn't be surprised if LFI moved over there as well. I could see Garcia and possibly 2point0 moving over there to represent "JAS" in the ROH franchise).
Really, I feel like a lot of the current booking is more to set up a separation between ROH and AEW talent (FTR's contracts are supposedly up soon, and they were number one contenders for like a full year, so this gave them a title shot before they left, and Tony mentioned them being involved more in ROH, so also probably moving them there until contracts expire).
Not saying it's all good booking, because there 100% is some questionable stuff, but this booking I get.