Casual fans don't care about that. They will say, if this 2nd place skater beat 3rd and 4th here, why wouldn't he beat 3rd and 4th at the Olympics, in one month?
4 years ago, I had to explain to my non-figure skating friends why 4th place Ashley was chosen over a 3rd place Mirai. Now again with 4th place Adam and 2nd place Ross. At least this time, it's a white guy bumping off another white guy, and there are two Asians on the men's team, so there aren't any ugly racist undertones.
I understand viewers are important, but it's not the governing body's job to cater to casual fans.