The Montreal game is going to be fascinating visually to see how many people are there in Canadiens jerseys.
The idea that it's a market for them to capture does not make any sense when there is still so much work to do in Orleans and Gatineau, both areas where fans can be converted both to TV viewers and season-ticket members.
It seems to predicate on this false idea that everybody in Quebec are Nordiques fans, waiting with arms crossed for the team to come back - refusing to cheer for the Canadiens. That they all hate the Canadiens so much that they would be willing to watch the Senators if we just played pre-season games there, despite not already converting to cheering for the Senators in high numbers over the last 30 years since the Nordiques left. I assume that the reality is that anybody below the age of 35 or even 40 does not remember the Nordiques at all, and has no allegiance to them. If they got into hockey, they likely got into the Canadiens as their closest team culturally.
It's part of why it's very difficult to take it at face value that they were just trying to grow the fanbase, because it seems like any reasonable marketing research would point to there being very little upside. Let alone upside in comparison to the risk of upsetting their core fanbase, which as a team that relies heavily on selling season seats to regular fans, they badly need to appeal to. They don't have business-to-business sales to lean on as much as other teams do.
If you've ever watched the show Righteous Gemstones, Michael Andlauer basically just gave us the "Car Pranks" explanation. You'd have to be so naive and so badly want nothing to go on to believe it, because it doesn't make any sense compared to the much more logical explanation of "an NHL owner was trying to pressure the city into giving him an arena, so he showed that he had a business relationship with a group looking for relocation". It was meant to be Jeff Katz being spotted in Seattle on steroids, but they wanted plausible deniability because of how obviously upsetting it would be to the fans.