You guys have to realize that ESPN is a business, not some TV station there to show whatever people say they want. It costs a lot of money to buy the rights for the WJC tournament, even for one game. In canada, its an easy decision to buy the rights, because there is such a wide audience. However, in the US, even in some of the northern parts (NE and NW), hockey is not that big of a thing. There are pockets throughout the country (MN, Michigan) however that isn't enough to warrant paying a ton of money to buy the rights.
It is tough to sell advertising to companies, when you can't promise them a lot of viewers. It definitely isn't a sound business decision to spend more money than you are going to make, just to please a small amount of fans. Those fans are still going to watch ESPN, because its the only game out there.
With the Billiard, cheerleading and spelling bee competitions, ESPN needs to fill time. They can pay cheap ass money, gain a larger market audience and sell some specific advertising, or they can run re-runs that people will be bored of and most like won't get any additional viewership. Its all about money, if you think differently, then you'll be waiting for the WJC to be aired for a while.