Oh please, that is
when the competition was held. 11 AM Sunday morning, EDT. Ice Dance was held later. That is
Skate Canada's choice
Do you really want
no audience for figure skating in the US of A? Televise Sunday afternoon on whatever station will have it. Go ahead, put it up against the NFL.

Which is what I have been watching, and am watching, and not ice dance.
USFS has been pushing the everliving daylights out of Ilia. Whether he "catches on" is up to him and the skating audience, and not the broadcasters. And does not reflect any choice except ratings.